UFC has signed a landmark multi-year agreement with bet365, naming the operator as its official sports betting partner across the United States and Canada. The deal marks a significant step in the promotion’s strategy to deepen betting integration across its global events.

Under the partnership, bet365 will be embedded across all UFC events, delivering real-time betting experiences through broadcast, digital and in-arena activations.

Full-scale betting integration across events

The agreement introduces extensive sportsbook features into UFC broadcasts, including live odds, on-screen betting tickers, fighter-specific markets and same-fight parlays. These integrations are designed to enhance fan engagement by aligning betting opportunities directly with live fight action.

With more than 40 live events annually, UFC provides a consistent calendar for in-play betting, making it one of the most attractive sports for real-time wagering. The fight-by-fight format naturally supports dynamic odds shifts and continuous engagement throughout each event.

Strategic timing with new media cycle

The partnership coincides with UFC’s new broadcast era in 2026, following a major distribution agreement with Paramount in the United States. The deal will see all marquee events and Fight Nights streamed via Paramount+, increasing accessibility and audience reach.

For bet365, this creates a scalable platform to connect with a highly engaged fanbase during peak viewing moments, particularly as mixed martial arts continues to rank among the most bet-on sports globally.

Leveraging UFC’s global audience

UFC’s global footprint includes an estimated 700 million fans and over 330 million social media followers, offering bet365 significant exposure in key regulated markets.

Both parties emphasised a shared focus on innovation and responsible gaming, with bet365 integrating its responsible play tools alongside expanded betting features.

Expanding presence in live sports betting

The deal strengthens bet365’s position in North America, where competition among operators continues to intensify. By aligning with a year-round, high-engagement sports property like UFC, the operator gains consistent visibility and a strong platform for product innovation.

The partnership officially launches around UFC 326 in Las Vegas, where bet365 activations and promotional betting features will be rolled out to fans.

Sources: UFC