The Ultimate Fighting Championship (UFC) has announced a new partnership with the leading online sportsbook NetBet in a bid that will see the brand as its official betting partner in the UK, Ireland, Greece, Italy, and Romania.
The agreement marks a strategic expansion of the UFC’s commercial partnerships across key European markets.
As part of the deal, NetBet will gain significant visibility across UFC’s platforms, starting with the UFC Fight Night event on March 22 at the O2 Arena in London.
Moreover, the brand’s presence will be featured prominently inside the octagon, on UFC’s international broadcasts, and throughout its digital and social media channels.
This partnership is expected to boost fan engagement by integrating betting opportunities into the UFC experience for audiences in these regions.
NetBet has been actively growing its presence in the online gaming industry where earlier this month, NetBet UK announced a collaboration with gaming provider Swintt to broaden its portfolio of casino games, in a move that reflects the company’s commitment to diversifying its entertainment offerings for players.
Marcel Prioteasa, CEO of NetBet, said:
We are excited to become the European betting partner of UFC, uniting the adrenaline-pumping action of the world’s premier mixed martial arts organisation with the elite betting experience our customers expect. As we gear up for our biggest year yet in 2025, and with a loyal and growing MMA community, this partnership lets us bring fans even closer to the Octagon with exciting new ways to engage with the sport they enjoy.
The UFC-NetBet partnership marks a continued trend of sports organizations collaborating with betting companies to enhance fan interaction and drive commercial growth.
With UFC’s growing international audience and NetBet’s strong presence in the European betting market, this collaboration is poised to deliver mutual benefits for both brands.
Fans can expect to see NetBet’s branding and promotions integrated into upcoming UFC events, reinforcing the sportsbook’s position in the competitive betting industry.
Nicholas Smith, TKO SVP and Head of International Business, commented:
As UFC continues to grow and expand across Europe, it’s great to bring on such a reputable betting partner who already has a strong, established UFC fanbase. We couldn’t be kicking it off at a better time than with UFC Fight Night: Edwards vs. Brady, our marquee event this year in London, UK.
