bet365 has entered a long-term agreement with the Ultimate Fighting Championship (UFC) to become the organization’s Official Sports Betting Partner across the United States and Canada.
The partnership integrates bet365 into UFC broadcasts, digital platforms, and live events, linking wagering features with the promotion’s fight schedule and global audience.
Under the agreement, bet365 will appear across UFC programming through broadcast and digital elements tied to live events. Features will include on-screen betting tickers, fighter odds, introductory odds, and same-game parlay options that allow viewers to follow wagering markets during fights.
The company will also be integrated into UFC’s event coverage through live-event activations and digital placements designed to connect sportsbook offerings with fight broadcasts.
“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,” said Trip Stoddard, head of development at bet365.
“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 reports more than 330 million followers across social media platforms and estimates a global audience of about 700 million. The promotion stages 43 live events annually, a schedule that places mixed martial arts among the most wagered-upon sports worldwide.
The agreement coincides with UFC’s upcoming US broadcast arrangement beginning in 2026 with Paramount Global. Under the deal, Paramount+ will distribute UFC’s calendar of 13 numbered events and 30 Fight Nights directly to subscribers. Fans will be able to watch the entire slate through the streaming platform without additional event fees.
“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,” said Nicholas Smith, senior vice president of global partnerships at TKO.
“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.”
bet365 will also promote the partnership through offers within its mobile application tied to UFC events.
Original article: https://www.yogonet.com/international/news/2026/03/09/117951-bet365-becomes-official-sports-betting-partner-of-ufc-in-us-and-canada
