UFC Partners with Polymarket to Integrate Real-Time Prediction Markets in Broadcasts
TKO Group Holdings, the parent company of UFC and Zuffa Boxing, has forged a multi-year exclusivity deal with prediction market platform Polymarket. The partnership marks the first direct integration of prediction technology into major combat sports broadcasts.
The collaboration will introduce a real-time Fan Prediction Scoreboard during UFC events, visualizing crowd sentiment as a dynamic narrative layer. "This unlocks a new dimension of fan engagement," said TKO CEO Ariel Emanuel, positioning the MOVE as a paradigm shift for live sports analytics.
Polymarket's blockchain-based prediction markets will become the official data source for fight momentum metrics. The integration creates a novel betting-adjacent experience without direct wagering, potentially exposing millions of combat sports fans to decentralized finance concepts.
