bet365 has agreed a long-term partnership to become the official sports betting partner of UFC in the United States and Canada.
Replacing rival DraftKings, bet365 will deliver a premium and immersive betting experience for fans through a range of broadcast, digital, and live-event touchpoints.
The partnership features sportsbook integrations throughout UFC broadcasts, including on-screen betting tickers, fighter odds, intro odds, and same-game parlay features, giving fans real-time insights and wagering opportunities tied directly to the action.
“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.”
The collaboration with bet365 comes as UFC begins a new broadcast partnership with Paramount in the United States.
Paramount will exclusively distribute UFC’s full slate of 13 marquee Numbered Events and 30 Fight Nights via its direct-to-consumer streaming platform, Paramount+.
“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 of global partnerships at UFC parent company 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.”
The first fight under bet365’s partnership takes place on Saturday – UFC 326: HOLLOWAY vs. OLIVEIRA 2 at T-Mobile Arena in Las Vegas.