Bet365 has signed a long-term partnership with UFC, becoming the Official Sports Betting Partner across the United States and Canada.
The agreement integrates Bet365’s sportsbook across UFC broadcasts, digital platforms, and live events, offering fans a more interactive betting experience. Features will include live odds displays, on-screen betting tickers, fighter odds, and same-game parlay options, allowing viewers to engage with betting markets in real time during fights.
According to Trip Stoddard, the partnership represents a major milestone for the company’s global growth strategy, highlighting the strong connection between live sports action and fan engagement. UFC’s year-round schedule and highly active fan base provide an ideal environment for live betting and in-play wagering.
With more than 330 million social media followers and around 700 million fans worldwide, Ultimate Fighting Championship is one of the most widely followed sports brands globally. The promotion hosts over 40 live events annually, making it a major driver of betting activity within the MMA sector.
The collaboration comes as UFC enters a new broadcasting phase in 2026 through its partnership with Paramount Global, which will distribute major events via the Paramount+ service in the United States.
Nicholas Smith said the agreement strengthens fan engagement by offering deeper insights and real-time betting opportunities throughout each fight.
The partnership will debut during UFC 326: Holloway vs. Oliveira 2, taking place at T-Mobile Arena. To mark the launch, Bet365 will provide promotional offers in its app, including profit boost tokens for wagers on UFC main card fights.
Both organisations said the partnership will focus on innovation, responsible gaming, and enhanced fan experiences across UFC events in North America.
Milena Yeghiazaryan
Content Writer
Milena has recently entered the iGaming industry with curiosity, turning the latest industry insights into engaging and accessible content. Passionate about innovation and new opportunities, she enjoys exploring the iGaming world and sharing stories that keep readers informed and up-to-date.
