Bet365 Named Official UFC Betting Partner Across US and Canada
Under the multi-year partnership, Bet365 will be integrated into every UFC event during the term through broadcast, digital, and live-event touchpoints.
Bet365 has become the Official Sports Betting Partner of the UFC across the US and Canada, taking over from DraftKings following the conclusion of their previous agreement.
Under the multi-year partnership, Bet365 will be integrated into every UFC event during the term through broadcast, digital, and live-event touchpoints. Features include sportsbook integrations within UFC broadcasts, such as on-screen betting tickers, live odds, and same-game parlay options that allow fans to place wagers tied directly to the action.
UFC has grown rapidly in recent years, with more than 330 million followers on social media and an estimated 700 million fans worldwide. Its year-round schedule of 43 live events annually continues to attract significant betting activity, with MMA ranking among the most wagered-on sports globally.
The partnership launches during a “new era” for UFC in 2026, with Paramount set to exclusively distribute live events via its streaming platform, Paramount+. The first event under the collaboration took place on 7 March at UFC 326: Holloway vs. Oliveira 2, where Bet365 offered 50% profit boost tokens to spectators placing wagers on the main card, while UFC Fight Nights received a 30% profit boost for new and eligible customers.
Trip Stoddard, head of development at Bet365, commented:
“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. 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 served as the organisation’s first official sportsbook and daily fantasy partner since 2021. That deal was valued at $350 million and described by UFC president Dana White as one of the most important in the organisation’s history.
