Popular on-chain prediction market maker, Polymarket has collaborated with UFC and Zuffa Boxing. TKO Group Holdings, the parent company of UFC and Zuffa Boxing announced the collaboration on Thursday through an official blog post.
With the partnership, Polymarket will bring real-time prediction markets into live combat sports. The initiative is a multi-year deal in which all UFC and Zuffa Boxing events will be exclusively available in the United States on Paramount’s direct-to-consumer streaming platform, Paramount+.
As revealed, the streaming service will become available on the platform starting from 2026. Furthermore, the collaboration will see the blockchain-based market maker offer real-time data representation of fan sentiment during live fights.
Likewise, KTO in the statement emphasized that the partnership is aimed at adding more thrills and engagement to the two sports. By co-existing with traditional bookmakers, the parent company of UCF said Polymarket will further open more opportunities for enthusiasts.
According to the blog post, Polymarket will also participate in promotional exercises across various UFC-themed platforms such as live events, broadcasts, and social media content. Also, the prediction market platform will sponsor the real-time Fan Prediction Scoreboard within UFC broadcasts.
TKO stated that the Fan Prediction Scoreboard will remake fan sentiment into accessible data that measures various metrics in real time for every UFC event. Additionally, the integration will see Polymarket become the official brand partner of Zuffa Boxing, featuring in-arena and social media promotion.
It is worth mentioning that the latest development indicated a potential return to the US market by Polymarket after facing a backlash in January 2025. Recall that in July, the platform bought a CFTC-licensed crypto exchange, while announcing that it is developing a separate local platform for the US market.
Executive insight into the collaboration
Meanwhile, the executive chairman and CEO of TKO, Ariel Emanuel, executive chair and CEO of TKO described the partnership with Polymarket as a new dimension of fan engagement. Similarly, the CEO mentioned how the integration with the new partner will help fans interact with UFC and Zuffa Boxing in real time.
With this move, Emanuel said the partnership is capable of turning passive viewership into active participation. Additionally, the founder and CEO of Polymarket Shayne Coplan also reacted to the new partnership.
Coplan said the presence of Polymarket in UFC and Zuffa Boxing will give fans a new way to join the action. The partnership marks another huge leap for Polymarket which has recorded new collaborations in recent times.
Recently, Yahoo Finance selected the blockchain-centric prediction platform as its exclusive prediction partner while Google Finance announced that it would integrate the platform into its finance AI tools.
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