Bet365 has assumed the role of the UFC’s Official Sports Betting Partner in North America, replacing DraftKings under a new multi-year agreement. This partnership provides bet365 with prominent placement across UFC broadcasts, digital platforms, and live events. It comes after the expiration of the UFC’s five-year relationship with DraftKings, marking a significant shift in the promotion’s sports betting strategy.
Under the terms of the new deal, bet365 will be integrated into every UFC event during the partnership’s duration. This includes features such as on-screen betting tickers, real-time odds, and same-game parlay options embedded within the broadcast coverage. These innovations allow fans to place bets directly linked to the ongoing fight action inside the Octagon, enhancing live engagement and betting immediacy.
UFC hosts around 43 live events annually and boasts a vast global following, with over 330 million followers on social media and an estimated 700 million fans worldwide. Mixed martial arts continues to be one of the most wagered-on sports globally, maintaining consistent betting volume throughout its year-round schedule. This widespread popularity and engagement make UFC an attractive platform for betting companies seeking to connect with a dedicated and active fanbase.
Trip Stoddard, head of development at bet365, expressed enthusiasm about the partnership, stating, “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.” The collaboration underscores bet365’s strategic focus on integrating sports betting seamlessly into live sports entertainment, leveraging the UFC’s dynamic and global platform.
Nicholas Smith, senior vice president of global partnerships at UFC owner TKO, highlighted the significance of the alliance, saying, “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 partnership aims to deepen fan engagement and improve the overall viewing experience through innovative betting features and real-time interaction.
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The partnership launch coincides with what UFC describes as a “new era” in 2026, when Paramount will exclusively distribute all UFC live events via its direct-to-consumer streaming platform, Paramount+. The first activation under the new deal took place on March 7 during UFC 326: Holloway vs. Oliveira 2. During that event, bet365 offered fans a 50% profit boost token for wagers placed on the fight and all main card bouts at numbered UFC events. A 30% profit boost was also made available to new and eligible customers for UFC Fight Nights, further incentivizing engagement. This partnership builds on UFC’s previous relationship with DraftKings, which served as the promotion’s first official sportsbook and daily fantasy partner since 2021, with ESPN reporting the deal was valued at approximately $350 million over five years. Bet365 UFC’s New Betting Partner.
