UFC Announces bet365 as Official Sports Betting Partner in the U.S. and Canada
The Ultimate Fighting Championship (UFC) has entered a new chapter in ít sports betting strategy after announcing a landmark partnership with global sportsbook operator bet365. The multi-year agreement makes bet365 the official sports betting partner of the UFC in the United States and Canada.
UFC Replaces DraftKings with bet365
The agreement marks a significant shift in the UFC’s betting sponsorship lineup. DraftKings has served as the organization’s official sportsbook partner in the United States for several years. However, the promotion has now moved forward with bet365 as part of a broader commercial strategy.
The partnership is reported to run for five years, although the financial terms of the deal have not been publicly disclosed. Under the new agreement, bet365 becomes the exclusive official sports betting partner of the UFC in both the United States and Canada.
For bet365, the deal represents a major opportunity to expand its presence in North America, where competition among sportsbooks has intensified following the rapid legalization of sports betting across multiple states and provinces.
bet365’s Head of Development, Trip Stoddard, shared:
“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.”
The UFC, meanwhile, gains a global betting partner capable of supporting live wagering and interactive betting experiences across its expanding fan base.
“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.,” said Nicholas Smith, Senior Vice President, Global Partnerships TKO.
bet365 becomes the official betting partner of the UFC in the U.S. and Canada
Integration Across UFC Broadcasts and Events
As part of the partnership, bet365 branding and betting content will be integrated across UFC events and broadcasts. Fans watching fights will see betting markets incorporated directly into the viewing experience through live odds displays and betting-related graphics.
Key integrations expected under the agreement include:
- On-screen odds tickers and betting information
- Live betting odds displayed during UFC broadcasts
- Promotional features across UFC’s digital and social media channels
- Fight matchup odds presented during fighter introductions
These features aim to give viewers greater visibility into betting markets as fights unfold, allowing fans to track odds changes and wagering opportunities in real time. By integrating these elements into broadcasts, the UFC hopes to further enhance the entertainment value for fans who enjoy following betting markets alongside the action.
Partnership Launch at UFC 326
The new sponsorship officially launches with UFC 326, which will take place at T-Mobile Arena in Las Vegas. The event is expected to serve as the first major showcase for the bet365 partnership.
The card will be headlined by a high-profile rematch between Max Holloway and Charles Oliveira, two of the sport’s most recognizable fighters. With strong global interest surrounding the bout, UFC 236 provides an ideal platform to introduce the new betting partnership to millions of viewers worldwide.
To celebrate the launch, bet365 has also rolled out several promotional offers tied to UFC events. These include profit boost tokens for bets placed on UFC 326, along with additional promotional boosts for wagers on future UFC Fight Night cards.
