Bet365 has officially taken over as the Official Sports Betting Partner of the UFC across the United States and Canada, succeeding DraftKings in a multi-year deal.
The partnership will see Bet365 integrated into all 43 annual live events through a “new era” of distribution via the Paramount+ streaming platform.
Enhanced Fan Engagement and Real-Time Odds
The collaboration introduces deep technical integrations, including on-screen betting tickers and live odds directly within UFC broadcasts. During the partnership’s debut at UFC 326: Holloway vs. Oliveira 2 on March 7, Bet365 offered 50% profit boost tokens to spectators.
Trip Stoddard, Head of Development at Bet365:
“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. UFC’s always-on event calendar and highly engaged global fanbase create a powerful environment for real-time betting”.
A Natural Fit for the “TKO” Era
With over 700 million fans worldwide, MMA has become a primary driver for global wagering volume. Nicholas Smith, senior vice president of global partnerships at UFC owner TKO, highlighted the synergy with Bet365:
“Bet365 brings scale, credibility, and innovation… 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”.
