UFC Parent TKO Partners with $9B Polymarket for Fan Predictions

The partnership centers on a real-time Fan Prediction Scoreboard that will debut during UFC broadcasts, visualizing global fan sentiment and fight forecasts as events unfold. This data-driven tool represents a fundamental shift in how audiences interact with combat sports, bringing collective audience expectations directly into the broadcast experience. Shayne Coplan, founder and CEO of Polymarket, emphasized the unique emotional connection combat sports generate, stating: “Few sports generate emotion and debate like the UFC. 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.”

During an appearance on CNBC’s “Squawk Box,” Coplan elaborated on the trading mechanics that will power this new engagement layer. “What’s exciting about our approach is you can buy and sell and you can trade just like a stock throughout the fight,” he explained. “You can buy and sell as momentum swings… we will start with that and we will take from there based on customer feedback.” This stock-market-like functionality allows fans to actively participate in the narrative of each fight, rather than simply observing outcomes.

Beyond the core UFC integration, the partnership extends to Zuffa Boxing, the professional boxing promotion launching in January 2026, where Polymarket will serve as the inaugural official brand partner. This dual-platform approach demonstrates TKO’s commitment to implementing consistent fan engagement strategies across its combat sports properties. The companies will also launch a social media series called “Matchup Predictions—Who’s Next?”, which will leverage Polymarket data to fuel speculation about potential matchups for top fighters following their victories.

TKO Executive Chair and CEO Ariel Emanuel highlighted the strategic importance of the collaboration, noting: “By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement. Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real time, transforming passive viewership into active participation.” This sentiment underscores the broader industry trend toward interactive entertainment experiences that bridge digital and live events.

The partnership comes at a pivotal moment for Polymarket, which recently secured a $2 billion investment from New York Stock Exchange owner Intercontinental Exchange (ICE), valuing the crypto startup at $9 billion. This substantial backing from one of the world’s most established financial institutions provides significant credibility to Polymarket’s prediction market model. The platform has been expanding its traditional sports partnerships, having recently signed a deal with the NHL to license trademarks from the hockey league.

Further cementing its position in mainstream finance, Polymarket has secured integrations with Google Finance and Yahoo Finance, bringing prediction markets to conventional financial platforms. The company has confirmed plans to launch its own crypto token, though this is expected in 2026 following the firm’s return to the U.S. market. Current prediction markets on Myriad—operated by Decrypt’s parent company Dastan—give just an 18% likelihood that Polymarket will officially announce its token by year’s end, suggesting a measured approach to this next phase of development.

This partnership represents a significant milestone in the convergence of cryptocurrency, prediction markets, and live sports entertainment. By integrating real-time trading functionality directly into UFC broadcasts, TKO and Polymarket are creating a new paradigm for sports viewership—one where audience participation becomes an integral part of the broadcast narrative. The Fan Prediction Scoreboard will serve as a visual representation of collective wisdom, allowing viewers to see how global sentiment shifts with each punch, takedown, and submission attempt.

The collaboration signals a broader industry shift toward gamified, interactive experiences that extend beyond traditional betting. As prediction markets gain mainstream acceptance through partnerships with major sports organizations like UFC and institutional backing from entities like ICE, they’re positioned to become a standard feature of sports broadcasting. For TKO, the partnership with a $9 billion crypto platform represents both an innovation in fan engagement and a strategic alignment with emerging financial technologies that are reshaping how audiences interact with live events.