TKO Group Holdings, the parent company of UFC and Zuffa Boxing, has signed a multi-year partnership with prediction market platform Polymarket. The deal will bring real-time fan prediction tools to live UFC broadcasts and in-venue experiences. 

Central to the collaboration is the introduction of a live Fan Prediction Scoreboard, powered by Polymarket, which will show how fans around the world are forecasting each fight as it unfolds during UFC broadcasts.

Polymarket will also activate UFC’s brand across various premium assets, including social media content and live event signage.

This story is an excerpt from the Unchained Daily newsletter.

“By bringing prediction markets to the broadcast and arena, we’re giving fans a new way to be part of the action — not just watching outcomes but watching the world’s expectations evolve with every round,” said Polymarket CEO Shayne Coplan.