The Ultimate Fighting Championship (UFC) is stepping into the world of real-time fan engagement through a multiyear partnership with Polymarket, a blockchain-based prediction market platform. The deal, announced on Thursday, marks a significant move for both organizations, as UFC seeks to enhance fan interaction, and Polymarket aims to expand its presence in the U.S. sports industry.

Under the agreement, Polymarket will become the "official and exclusive" prediction market partner of UFC and Zuffa Boxing. This collaboration will integrate Polymarket's prediction market technology directly into the live fan experience. For the first time, viewers will be able to see real-time data visualizations of fan sentiment and perceived momentum during fights, presented through Polymarket's Fan Prediction Scoreboard. This scoreboard will transform collective fan predictions into a visible metric, measuring the unofficial 'pulse' of the crowd as each round unfolds.

According to Polymarket CEO Shayne Coplan, fans will be able to trade predictions like stocks throughout a fight. As the momentum of the match changes, people can buy or sell their positions based on how they think things will play out. Additional options will eventually be added based on feedback from fans to enhance the experience.

TKO CEO Ariel Emanuel stated that this collaboration will give fans a more active role during live UFC and Zuffa Boxing events, making the viewing experience more exciting and immersive.

Polymarket operates as a decentralized information market where users can trade on the outcomes of future events, including real-world occurrences such as election results, economic data, and sports outcomes. The company employs blockchain technology to ensure transparency and data integrity on its platform. UFC, a global leader in mixed martial arts, has consistently leveraged technology and media partnerships to grow its brand and fan base.

The partnership extends beyond mixed martial arts, as Zuffa Boxing, TKO's new professional boxing promotion set to launch in January 2026, will also feature Polymarket as its official prediction market partner. In-arena activations, digital content, and real-time fan sentiment metrics will bring the same interactive experience to boxing audiences. Starting in 2026, all UFC and Zuffa Boxing events will stream exclusively in the US on Paramount+, opening new pathways for fan accessibility and discoverability.

Polymarket's role extends beyond the octagon, activating UFC's brand across premium assets, including live events, broadcasts, and social media. The two companies are also developing a custom social series called Matchup Predictions – Who's Next?, which will run on UFC's official social channels after major events.

The UFC-Polymarket partnership will not immediately include real-money trading activities within the United States until relevant approvals are obtained. However, the visibility from this agreement is expected to help foster brand recognition and drive user interest as Polymarket works toward regulatory authorization to officially offer its services in the U.S.