UFC Announces Partnership with Polymarket

^{Pictured: Shayne Coplan, CEO of Polymarket}

UFC has announced a multi-year partnership with Polymarket, one of the leading platforms where users make predictions on sports and public events. The deal was finalized by UFC’s parent company, TKO Group Holdings. Under the agreement, Polymarket becomes an official partner of both UFC and Zuffa Boxing, the new boxing promotion being launched by Dana White.

The key part of the partnership is the direct integration of Polymarket into UFC broadcasts. A new Fan Prediction Scoreboard will appear during live events, showing how audience predictions shift in real time as each fight unfolds.

According to the press release, this marks the first time a major sports league has embedded such a tool directly into its broadcasts. Polymarket will also receive arena branding, digital integrations, and social media visibility across UFC channels.

“Few sports ignite emotion the way UFC does. By bringing predictions into broadcasts and arenas, we’re giving fans a new way to engage — not just by watching the fight, but by seeing how audience expectations evolve round by round,” said Polymarket founder and CEO Shayne Coplan.

In addition, the two sides are launching a joint digital project titled Who’s Next? — short-form social videos on UFC platforms discussing potential future matchups. Polymarket will open dedicated prediction markets tied to those discussions. The format is designed to boost engagement and complement UFC’s official content ecosystem.

Another element of the deal concerns Zuffa Boxing: Polymarket will become the brand’s first official partner, with the collaboration including event branding, social content, and broadcast integrations.

The launch of the partnership aligns with a major media shift for UFC — starting in 2026, all UFC events in the United States will stream exclusively on Paramount+.