bet365 has signed a multi-year agreement to become the Official Sports Betting Partner of the Ultimate Fighting Championship (UFC) across the US and Canada. This move replaces DraftKings after the conclusion of their previous partnership.
The agreement integrates bet365 into every UFC event through broadcast, digital, and live-event activations. As a result, fans will see sportsbook features embedded within UFC broadcasts. These will include on-screen betting tickers, live odds updates, and same-game parlay opportunities linked directly to the action inside the octagon.
Broadcast Integrations to Enhance Live Betting
Under the partnership, bet365 will receive prominent exposure throughout UFC events, leveraging the promotion’s massive global reach.
According to UFC, the organisation has over 330 million social media followers and around 700 million fans worldwide. This is supported by a schedule of 43 live events annually. Moreover, mixed martial arts continues to rank among the most wagered-on sports globally. As a result, the sport is a strong fit for real-time betting engagement.
The partnership launched during UFC 326: Holloway vs. Oliveira 2 on March 7. During this event, bet365 offered 50% profit boost tokens for wagers on the event’s main card fights.
Additionally, 30% profit boosts were made available to new and eligible customers betting on UFC Fight Night events.
New Media Era for UFC Begins in 2026
The collaboration also coincides with a new broadcasting phase for UFC. Beginning in 2026, media company Paramount will distribute UFC’s full slate of live events exclusively through its streaming platform Paramount+.
This shift is expected to strengthen the integration of digital engagement tools and live betting features. In addition, it aligns with broader trends in sports media consumption.
Executives Highlight Fan Engagement Opportunities
Trip Stoddard, Head of Development at bet365, said the agreement represents a key step in expanding the brand’s global sports presence.
He highlighted UFC’s year-round event calendar and highly engaged fan base as ideal conditions for real-time betting innovation.
Meanwhile, Nicholas Smith, Senior Vice President of Global Partnerships at UFC owner TKO Group Holdings, described bet365 as a “natural fit” for the promotion. He noted the operator’s experience in delivering dynamic betting markets and fan-focused engagement.
DraftKings Era Comes to an End
The new partnership follows the conclusion of UFC’s five-year agreement with DraftKings, which began in 2021.
The deal, reportedly valued at $350 million, was previously described by UFC president Dana White as one of the most important commercial partnerships in the organisation’s history.
