Bet365 has forged a significant long-term collaboration with the Ultimate Fighting Championship (UFC), establishing itself as the Official Sports Betting Partner in both the United States and Canada.

This partnership incorporates bet365 into UFC broadcasts, digital platforms, and live events, connecting wagering features with the promotional fight calendar and its worldwide audience.

According to the agreement, bet365’s presence will be seen across UFC content through both broadcasting and digital assets associated with live events. Features will encompass on-screen betting tickers, fighter odds, introductory odds, and same-game parlay options, facilitating viewers in tracking betting markets during matches.

Additionally, bet365 will be embedded into UFC’s event coverage via live-event activations and digital placements, designed to merge sportsbook features with fight broadcasts.

“This collaboration with the UFC signifies a pivotal milestone for bet365 as we propel our global expansion and reinforce our commitment to sports where live excitement and fan interaction are vital,” stated Trip Stoddard, head of development at bet365.

“UFC’s continuous event lineup and its highly engaged global fan community create a robust platform for real-time betting, and our top-notch product offerings uniquely empower us to enhance fans’ experiences throughout each fight.”

The UFC indicates it boasts over 330 million followers across social media and estimates a global reach of around 700 million. The promotion hosts 43 live events each year, placing mixed martial arts among the most heavily wagered sports internationally.

This agreement aligns with UFC’s impending broadcast agreement in the U.S. with Paramount Global starting in 2026. Under this deal, Paramount+ will directly distribute UFC’s 13 numbered events and 30 Fight Nights to subscribers, allowing fans to enjoy the full schedule on the streaming platform without extra event fees.

“Bet365 adds scale, credibility, and innovation to the sports betting market, and we are excited to continue developing this extensive partnership during such a pivotal time for UFC,” remarked Nicholas Smith, senior vice president of global partnerships at TKO.

“Bet365 is a seamless match for the UFC, as they comprehend how fight fans engage with the sport in real-time. This partnership enriches the viewer experience by offering fans more profound insights, dynamic odds, and additional ways to engage responsibly throughout each match, from the initial bell to the final verdict.”

Bet365 will actively promote this partnership through exclusive offers within its mobile application associated with UFC events.