Las Vegas, NV – The UFC has entered a new era of partnership, announcing a multi-year agreement with global betting operator Bet365 as the official sports betting partner for the US and Canadian markets. The deal, unveiled on Thursday, March 5, 2026, will see Bet365 branding integrated across UFC events, broadcasts, digital platforms, and even within arena venues, beginning with this weekend’s UFC 326: Holloway vs. Oliveira 2 on March 7 at the T-Mobile Arena.
The partnership arrives at a pivotal moment for the UFC, fresh off the launch of a lucrative seven-year, $7.7 billion media rights agreement with Paramount. That deal, which began in early 2026, positions Paramount+ as a key platform for reaching fans, and will now serve as a significant driver for Bet365’s visibility. The integration will extend beyond the main events, encompassing all 13 of the UFC’s numbered events and the 30 UFC Fight Night events annually.
Enhanced Viewing Experience Through Real-Time Data
UFC fans can expect a more immersive viewing experience with Bet365’s integration. The promotion plans to incorporate “on-screen betting tickers, fighter odds, intro odds, and same-game parlay features,” providing real-time insights and wagering opportunities directly within the broadcast. This move aims to deepen fan engagement and provide a more dynamic experience during fights.
“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 for partnerships at UFC parent company 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’s Expansion in North America
This deal represents a significant step in Bet365’s continued expansion within the North American sports market. Since the 2018 Supreme Court decision legalizing sports betting in the US, the UK-based company has been actively forging partnerships across various sports leagues. Most recently, Bet365 expanded its relationship with the St. Louis Cardinals of Major League Baseball.
Trip Stoppard, head of development at Bet365, emphasized the strategic importance of the UFC partnership. “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,” Stoppard stated. “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.”
A Broader Landscape of UFC Partnerships
Bet365 isn’t the first betting partner for the UFC. In 2025, the promotion established regional partnerships with Parimatch in Asia and NetBet in several European markets. More recently, the UFC, through its parent company TKO, ventured into the predictions market with an agreement with Polymarket. While Polymarket similarly offers integration across UFC broadcasts, the promotion has stated that it will complement, rather than conflict with, existing sports betting partnerships.
Yet, the path hasn’t been without challenges. Last year, the UFC faced scrutiny following allegations of fight fixing and suspicious betting activity surrounding a November 1 bout. UFC President Dana White confirmed he met with the FBI regarding the matter, which involved a fight where a heavily favored fighter lost unexpectedly. The incident led to the fighter’s release from the UFC and refunds for bettors.
Looking Ahead: UFC 326 and Beyond
As UFC 326: Holloway vs. Oliveira 2 approaches, Bet365 is preparing to offer boosts and new customer offers to coincide with the event. Fans can anticipate increased engagement opportunities as the partnership unfolds, with Bet365’s branding becoming increasingly visible across the UFC landscape. The integration will be closely watched as the UFC navigates the evolving relationship between sports and sports betting.
The UFC and Bet365 partnership is set to redefine the fan experience, offering a new level of engagement and insight. The next major milestone will be the full implementation of the integrated broadcast features during UFC 326 this Saturday, March 7th.
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