UFC signs major partner deal with prediction market Polymarket

An all-new multi-year partnership between Polymarket and TKO Group Holdings has been signed, with the prediction market becoming the ‘Official and Exclusive Prediction Market Partner of UFC and Zuffa Boxing.’

The announcement came on Thursday (November 13), with it establishing that Ultimate Fighting Championship (UFC) and Zuffa Boxing will become the first sports organizations to integrate prediction market technology directly into the live fan experience. The partnership comes as the National Hockey League also signed deals with Kalshi and Polymarket, despite opposition.

AAAAAND NEW…

Official Exclusive Prediction Market of the UFC & TKO.

POLYMARKET pic.twitter.com/7QzS3Yg41X

— Polymarket (@Polymarket) November 13, 2025

As part of the deal, Polymarket will “create a new storytelling metric, visualizing fan sentiment and perceived momentum that complements, not competes with, regulated sports betting.” Fans of UFC will also see the brand pop up across a wide range of assets, including at live events, broadcasts, and in social media content.

Only last week, the UFC faced controversy after reports emerged of potential match-fixing in the competition, with claims that the FBI had become involved.

Polymarket to be partner of both UFC and Zuffa Boxing

With the deal now signed, the duo have shared news of the first-ever-real-time ‘Fan Prediction Scoreboard’ to be created within UFC broadcasts. The pair will be collaborating on a social series too which will highlight potential matchups for UFC superstars and champions coming off a win.

“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said Ariel Emanuel, Executive Chair and CEO, TKO. “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.”

Polymarket