Bet365 has become the Official Sports Betting Partner of the UFC across the US and Canada, following the end of a similar agreement with DraftKings.
Bet365 has become the Official Sports Betting Partner of the UFC across the US and Canada, following the end of a similar agreement with DraftKings.
Under the multi-year agreement, bet365 will benefit from integrated involvement in every UFC event during the term through a range of broadcast, digital and live-event touchpoints.
Features include sportsbook integrations throughout UFC broadcasts including on-screen betting tickers, live odds and same-game parlay features that offer fans betting opportunities tied directly to the action.
UFC has grown rapidly in recent years, with the organisation boasting more than 330 million followers across social media and an estimated 700 million fans worldwide, according to the organisation.
It also benefits from a year-round calendar of 43 live events annually which attract significant betting attention, with MMA continuing to rank among the most wagered-on sports globally, according to UFC.
The collaboration begins alongside a “new era” for UFC in 2026, which will see Paramount exclusively distribute its full slate of live events via its direct-to-consumer streaming platform, Paramount+.
The partnership saw its first event on Saturday (7 March), with bet365 offering 50% profit boost tokens to UFC spectators placing wagers on UFC 326: Holloway vs. Oliveira 2, as well as for all UFC numbered event main card fights.
A 30% profit boost has also been made available for new and eligible customers on UFC Fight Nights.
Bet365 ‘a natural fit’ for UFC
“This partnership with UFC marks a defining moment for bet365 as we accelerate our growth globally and deepen our commitment to sports where live action and fan engagement are inseparable,” commented Trip Stoddard, head of development at bet365.
“UFC’s always-on event calendar and highly engaged global fanbase create a powerful environment for real-time betting, and our industry-leading product depth uniquely positions us to elevate how fans experience every fight.”
Nicholas Smith, senior vice president of global partnerships at UFC owner TKO, added: “bet365 brings scale, credibility, and innovation to the sports betting space, and we’re thrilled to continue to develop this long-term partnership at such a momentous time for UFC.
“Bet365 is a natural fit for UFC because they understand fight fans and how they engage with the sport in real time. This partnership enhances the viewing experience by providing fans with deeper insights, dynamic odds, and more ways to engage responsibly with every bout, from the opening bell to the final decision.”
The agreement follows the end of a five-year partnership between UFC and DraftKings, which had acted as the organisation’s first official sportsbook and daily fantasy partner since 2021.
That deal had been valued at $350m, according to sources quoted at the time in ESPN, and was described by UFC president Dana White as one of the most important the organisation had ever undertaken.