UFC and Zuffa Boxing parent company TKO Holdings has signed a multi-year deal with Polymarket, which will introduce real-time prediction markets into live combat sports for the first time.
The collaboration makes UFC and Zuffa Boxing the first sports organizations to integrate prediction market technology directly into their events.
Under the deal, Polymarket will deliver live data that tracks fan sentiment and momentum throughout each fight.
According to Polymarket, the feature is designed to add a new interactive layer to the viewing experience and work in conjunction with traditional sports betting. Fans will also be able to buy and sell positions during the fight.
