A big new partnership between TKO Group Holdings and prediction-market company Polymarket will change how fans follow UFC and the upcoming Zuffa Boxing promotion. 

UFC Taps Polymarket for Live Sentiment Tracking in a Move Toward Interactive Fight Nights

The multi-year deal, made public this week, makes Polymarket the only provider of live forecasting tools for both fighting sports brands. TKO leaders say this will create an interactive element to go along with regular commentary and legal betting, not to compete with them.

The UFC and Polymarket have joined forces to bring a new element to upcoming UFC broadcasts. They will introduce a live “fan forecasting” display that shows how viewers think each fight will play out as it happens. This feature runs on Polymarket’s yes-or-no trading markets and will display shifts in worldwide opinion as the rounds go on. TKO’s top executives say this move aims to turn audiences from watchers into active players. They point out that the scoreboard is meant to give a snapshot of what fans think, not to show official betting odds.

Polymarket’s founder Shayne Coplan said in an interview that users can change their predictions over time, similar to stock trading. He noted this option to buy and sell positions as momentum shifts could spark new ways people engage, as viewers would react to the fight’s ups and downs instead of just waiting for the end result. TKO executives agreed, saying this addition creates a new way to tell stories during live events.

Fan-Driven Forecasting to Shape UFC and Zuffa Boxing Content Across Social Media

The teamwork also covers social media. UFC and Polymarket are going to start a regular digital series that highlights possible fights for fighters who have won. Each episode will kick off talks among fans and, at the same time, create new markets on Polymarket’s platform. TKO says this method mixes guesswork, fun, and fact-based insights in a way that matches the UFC‘s quick-moving news cycle.

Zuffa Boxing plans to kick off in early 2026, bringing similar features right from its first event. Polymarket will show up in arenas and across online platforms, marking its first official brand team-up in professional boxing. Starting that same year, both UFC and Zuffa Boxing events will be available on Paramount+ in the US. TKO thinks this change in how they distribute content will make it easier to access interactive viewing tools.

The news comes at a time when prediction markets are seeing a lot of action. Polymarket has just started offering fantasy sports and major North American leagues, while rivals like Kalshi are fighting legal battles about how they should be regulated. As tech investors, broadcasters, and gambling companies pay more attention to prediction platforms, TKO’s agreement hints that live sports coverage might soon include real-time data on what people think.