UFC and bet365 Strike Landmark Sports Betting Partnership in U.S. and Canada

The Ultimate Fighting Championship (UFC) has announced a major new partnership with global sportsbook bet365, marking a significant shift in the sports betting landscape surrounding mixed martial arts (MMA). The multi-year agreement names bet365 as the “Official Sports Betting Partner of UFC in the United States and Canada,” integrating betting features directly into broadcasts, digital platforms, and live events.

The deal replaces UFC’s previous sportsbook relationship with DraftKings and signals a new chapter as the promotion continues to expand its global reach. With millions of fans tuning in to fight nights each year, the partnership aims to deepen fan engagement by connecting the excitement of the Octagon with real-time wagering.

Bet365 Integration Across UFC Broadcasts and Platforms

Under the agreement, bet365 will receive prominent exposure throughout UFC programming and digital content. Fans watching events will see real-time betting odds, same-game parlay features, and betting-related graphics integrated into broadcasts, creating a more interactive viewing experience.

The sportsbook will also appear across UFC’s digital channels and live-event promotions, providing bet365 with visibility across more than 40 events held annually. These include both numbered pay-per-view cards and UFC Fight Night events.

For fans who enjoy wagering on mixed martial arts, the partnership is likely to increase awareness of regulated sportsbooks and platforms offering competitive MMA markets. Many bettors already compare different UFC bookies to find the best odds and promotions ahead of major fight cards.

Launch Coincides with UFC’s New Broadcast Era

The announcement comes as UFC begins a new broadcasting chapter in the United States. Starting in 2026, the promotion’s events will be distributed through Paramount’s streaming service Paramount+, which will carry a schedule of 13 numbered pay-per-view (PPV) events and around 30 Fight Nights each year.

The bet365 partnership complements this digital shift. By integrating betting content directly into broadcasts and streaming coverage, the UFC aims to make the viewing experience more interactive for fans who follow odds and fight predictions.

The collaboration officially launched during UFC 326 in Las Vegas, where bet365 promotional content and in-app betting options were tied to the fight card.

Why UFC Is Valuable to Sportsbooks

Mixed martial arts has grown into one of the most popular betting sports worldwide. The structure of UFC events naturally creates numerous wagering markets, from fight outcomes and round betting to method-of-victory props and live in-play odds.

UFC’s massive global audience also makes it an attractive partner for betting companies. The promotion reports over 330 million social media followers and an estimated global fan base of around 700 million people.

Because UFC events take place nearly every week throughout the year, sportsbooks gain consistent opportunities to promote betting markets and engage fans with live wagering options.

Bet365 Expands Its North American Presence

For bet365, the agreement represents another major step in expanding its presence in the North American betting market. The company already serves more than 100 million customers worldwide, and partnering with one of the biggest combat sports organizations provides access to a passionate fan base in both the United States and Canada.

Executives from both companies described the partnership as a strategic alignment between a global sportsbook and one of the fastest-growing sports brands worldwide.

As sports leagues and betting operators continue to collaborate more closely, deals like this highlight how wagering is becoming an increasingly integrated part of the modern sports entertainment ecosystem.