UFC’s parent company signs multiyear deal with Polymarket to bring real-time prediction markets to live fights
The agreement signals growing acceptance of crypto-powered prediction markets in mainstream sports and may drive new fan engagement strategies for UFC.
Polymarket, a prediction market platform, has signed a multiyear deal with TKO Group Holdings, the parent company of UFC and Zuffa Boxing, to expand crypto-integrated prediction markets.
The partnership builds on Polymarket’s recent collaborations with sports organizations, including the NHL and PrizePicks, to integrate event contracts directly into live events. Prediction markets have gained traction across major sports leagues through similar deals that enable fan-driven engagement alongside traditional betting.
Polymarket will provide real-time data visualizations for UFC and Zuffa Boxing fights, including fan sentiment and momentum tracking for upcoming cards. The platform has been expanding its sports engagement capabilities as prediction markets become more mainstream in professional athletics.