"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 sports betting landscape around mixed martial arts continues to expand as bet365 and Ultimate Fighting Championship revealed a long-term agreement that designates the global wagering operator as the Official Sports Betting Partner of UFC throughout the United States and Canada.
Through the partnership, bet365 will maintain a presence across every UFC event moving forward, creating a deeper connection between fight broadcasts and real-time wagering opportunities while also embedding sportsbook integrations directly into the viewing experience across television, streaming platforms, and in-arena environments.
Fans watching UFC events will see several betting-focused enhancements integrated into the broadcasts. These include live odds displays, on-screen betting tickers, and fight-specific wagering options. The features provide viewers context about the matchup inside the Octagon. Same-game parlay opportunities and fighter-specific betting markets aim to boost engagement as bouts progress round by round.
Trip Stoddard, Head of Development for bet365, called the collaboration a pivotal step in the company’s global expansion strategy. He said mixed martial arts combines constant action with a highly engaged audience. That combination aligns with how modern sports fans interact with betting platforms
“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,” Stoddard said. “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.”
UFC enters the agreement with significant reach and influence in the sports marketplace. The promotion has built a global audience of hundreds of millions of fans. It also maintains one of the busiest schedules in professional sports. UFC stages more than 40 live events each year in arenas worldwide.
That steady calendar of fight cards has helped make MMA one of the most heavily wagered sports worldwide. Individual fights create clear betting moments as rounds unfold. Odds shift in real time, giving bettors constant opportunities to react.
Nicholas Smith, Senior Vice President of Global Partnerships for TKO, the parent company of UFC, said the partnership aligns two organizations focused on innovation and fan engagement during a period of significant momentum for the promotion.
“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,” Smith said. “bet365 is a natural fit for UFC because they understand fight fans and how they engage with the sport in real time.”
The announcement comes as UFC entered a new media chapter in 2026. A major U.S. broadcast deal with Paramount Global will distribute marquee events and Fight Night cards on Paramount+.
Fans will first see bet365 branding integrated into UFC programming during UFC 326: Holloway vs. Oliveira 2 this Saturday. The event takes place at T-Mobile Arena in Las Vegas. It will air on Paramount+ and the CBS broadcast network. The telecast marks CBS’s first primetime UFC broadcast.
bet365 is replacing DraftKings, which held UFC sports betting rights since 2021.
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