Mixed martial arts promotion UFC has struck a new ‘landmark’ partnership with sports betting operator Bet365 for the US and Canadian markets.
As the official sports betting partner of the UFC, Bet365 branding will be integrated in broadcast feeds across each UFC event over the period, including event broadcasts, on digital and social media platforms, and in-venue.
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In terms of broadcast integration, UFC says this will include "on-screen betting tickers, fighter odds, intro odds, and same-game parlay features, giving fans real-time insights and dynamic wagering opportunities” relating to the fights on screen at that moment.
Speaking on the deal, Bet365 head of development Trip Stoppard commented: “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, and our product depth uniquely positions us to elevate how fans experience every fight.”
This deal will begin with this weekend’s UFC 326: Holloway vs. Oliveira 2 on March 7, which will take place at the T-Mobile Arena in Las Vegas, US, and Bet365 will offer boosts and new customer offers in line with the major event, one of 13 of the UFC’s top-line numbered events each year.
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By GlobalDataBet365 integration will span these 13 events, as well as the 30 secondary UFC Fight Night events each year.
Nicholas Smith, senior vice president for partnerships at UFC parent company TKO added: “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,
“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.”
Since the 2018 legalization of sports betting in the US, UK-based Bet365 has been expanding into the North American region through a range of sports partnerships, most recently expanding its partnership with the St.Louis Cardinals franchise of Major League Baseball.
For UFC’s part, the beginning of 2026 has been a busy period, most notably marked by the launch of the promotion’s lucrative new seven-year, $7.7 billion media rights agreement with US media giant Paramount.
That agreement means Paramount+ will be one of the primary reach drivers for Bet365 through the duration of its UFC partnership.
Bet365 is not the first regional betting partner of UFC, although it is in the promotion’s biggest market.
In 2025, UFC announced regional partnerships in Asia with Parimatch, NetBet in several European markets, among a number of deals.
In late 2025, the promotion (as part of a wider TKO deal including the Zuffa Boxing promotion) also entered the predictions market space through an agreement with Polymarket.
While Polymarket also gains integration across UFC broadcasts, the promotion said that this will complement, rather than interfere with, its existing sports betting partnerships.
Polymarket is not currently accessible worldwide, and between 2022 and 2025 was not legally allowed to operate in the US.
Last year also saw a major integrity scandal rock the UFC, with Dana White, the promotion’s president, saying he had met with the FBI over allegations of fight fixing and suspicious betting activity surrounding the November 1 bout between Isac Dulgarian and Yadier Del Valle, in which Dulgarian lost in the first round despite entering as the clear favorite.
Dulgarian was quickly cut from the UFC roster, and since then, bookmakers have refunded losing bets on the fight, while regulators have flagged the bout.
