Polymarket has struck a multi-year deal with TKO Group Holdings to bring live prediction market odds to UFC fight broadcasts. The deal makes Polymarket the exclusive official prediction market partner of the UFC and Zuffa Boxing, a new boxing league set to begin matches early next year.
The partnership marks the first time a major sports organization will integrate real-time prediction market odds into its broadcasts. The deal follows Polymarket’s first major sports league partnership with the NHL, which resulted in the prediction market’s branding being featured on the ice during hockey game broadcasts. Polymarket’s main competitor, Kalshi, is also partnered with NHL.
“Few sports generate emotion and debate like the UFC,” Polymarket founder and CEO Shayne Coplan said in a news release. “By bringing prediction markets to the broadcast and arena, we’re giving fans a new way to be part of the action — not just watching outcomes but watching the world’s expectations evolve with every round.”
AAAAAND NEW…
Official Exclusive Prediction Market of the UFC & TKO.
POLYMARKET pic.twitter.com/7QzS3Yg41X
— Polymarket (@Polymarket) November 13, 2025
Polymarket odds to be featured on Paramount+, CBS broadcasts
UFC matches have been broadcast through its partnership with ESPN, including pay-per-view streams for UFC’s popular numbered events. Starting next year, all UFC fights will be available to stream exclusively through Paramount+ without any additional charges. Some marquee events will also be simulcast on CBS. Zuffa Boxing events will also be livestreamed on Paramount+.
All UFC broadcasts will feature the “Fan Prediction Scoreboard,” which will provide real-time updates on fight odds that show how Polymarket users are trading as the matches develop.
UFC and Polymarket are also teaming up for a new web series called Matchup Predictions – Who’s Next?, which will showcase possible next fights for UFC stars coming off of a win. The show will be featured on UFC social media pages.
Polymarket partnership helps increase fan interaction with UFC
Coplan appeared on CNBC’s Squawk Box Thursday morning with UFC CEO Dana White to tout the partnership as a way to improve the UFC fan experience. Coplan said the idea of bringing Polymarket and the UFC together came from TKO CEO Ariel Emanuel, who approached him about forging a partnership.
Emanuel, known best as an entrepreneur and top Hollywood agent, said the deal will unlock “a new dimension of fan engagement.”
“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,” Emanuel said in the release.
On Squawk Box, Coplan explained the mechanics of live trading on UFC matches and how it adds excitement to the viewing experience.
“What’s exciting about our approach is that you can actually buy and sell, you can trade, just like a stock, throughout the fight,” Coplan said. “I think that will … open up new ways to engage and you can buy and sell and buy and sell as the fight swings, the momentum swings.”
Coplan calls traditional sports betting ‘convoluted’
Squawk Box host Andrew Ross Sorkin asked about how prediction market trading compares to traditional sports betting and how Polymarket competes with sportsbooks. While Coplan called sportsbooks a great product and acknowledged their popularity, he said wagering through them is “convoluted.”
Coplan said that in his view, Polymarket offers financial markets, not sports betting. He said trading sports event contracts on the platform with its peer-to-peer model is more efficient, with odds determined by trading action. He also referenced allegations that sportsbooks restrict users who make a lot of money betting on them.
“The (sportsbook) app that you’re using, that company controls the pricing and they can cap you if you’re making too much money, they can profile you and give you different odds,” Coplan said. “That’s not how a financial market should work, that’s backwards.”
UFC to hold major MMA event at White House in June
White, who said the Polymarket partnership will help his company grow with its younger key demographic, has overseen UFC’s sky-rocketing rise in mainstream popularity over the past decade, with record revenues, worldwide expansion, and increasing viewership.
White has a close personal relationship with President Donald Trump, whose son, Donald Trump Jr., is an investor and strategic advisor to Polymarket.
Trump announced in October that there will be a UFC event on the White House’s South Lawn on June 14 next year, part of the country’s celebration of the 250th anniversary of America’s independence. The date also coincides with Trump’s 80th birthday.
White has said that he is working to have the White House fight broadcast live on CBS. That would put Polymarket in front of what is likely to be one of the largest viewing audiences in UFC’s history.
