bet365 Now Official Sports Betting Partner of UFC

• The UFC today named bet365 as its official sports betting partner
• The partnership is described as “long term”
• A five-year deal between DraftKings and the UFC recently concluded

The UFC officially has a new sports betting partner.

UFC today named bet365 as its official sports betting partner in the U.S. and Canada as part of a long-term partnership. The partnership features sportsbook integrations throughout UFC broadcasts, including on-screen betting tickers, intro odds, and same-game parlay features, according to the announcement.

“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,” said 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.”

New Sports Betting Partnership

bet365 takes over as the official sports betting partner of the UFC after the mixed martial arts organization concluded a five-year deal with DraftKings. Signed in 2021, ESPN’s David Purdum reported at the time that the UFC and DraftKings partnership was valued at $350 million, which included marketing and cash.

As part of the agreement, bet365 will have integrated involvement in ever UFC event during the partnership term. UFC fans will see bet365 as the official sports betting partner during “UFC 326: Holloway vs. Oliveira 2,” on Saturday, March 7.

“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,” said Nicholas Smith, Senior Vice President, Global Partnerships TKO. “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.”

Shared RG Commitment

The partnership between the UFC and bet365, according to the announcement, reflects a “shared commitment” to innovation, responsible gaming, and premium fan experiences. bet365 will continue to prioritize responsible play by providing users with the tools, education, and support needed to stay in control and to ensure betting remains safe and transparent.

The UFC has more than 330 million follower across social media platforms and an estimated 700 million fans worldwide, which will provide bet365 with a powerful platform to connect with highly engaged fans during peak moments.