Bet365 Becomes UFC’s Official Betting Partner in US and Canada

Bet365, a prominent player in the global betting and gaming industry, has secured a significant partnership with the Ultimate Fighting Championship (UFC), taking over from DraftKings as the official sports betting partner for the United States and Canada. This partnership was unveiled by the UFC, marking a new chapter in their relationship with sports betting operators. Following the conclusion of its previous arrangement with DraftKings, the UFC has now integrated bet365 into its array of sports betting offerings.

The collaboration between the UFC and bet365 will be celebrated through various sportsbook integrations during UFC broadcasts. This partnership is set to introduce on-screen betting tickers, fighter odds, intro odds, and same-game parlay features, allowing fans to receive real-time betting insights and ample opportunities to place bets. These features will be available both digitally and at live events, enhancing the experience for fans attending in person and those watching from home.

Boasting a formidable 330 million social media followers and an estimated global fanbase of 700 million, the UFC is expected to attract numerous new users to bet365’s platform. Additionally, the UFC’s recent collaboration with Paramount will likely increase the visibility of its events and, consequently, bet365’s brand.

The UFC commended the partnership, highlighting bet365’s capacity to engage fans during pivotal moments. Trip Stoddard, bet365’s head of development, described the deal as a “defining moment” for the company. He emphasized that the UFC’s continuous event calendar and dedicated global audience create an ideal environment for live betting, and that bet365’s comprehensive product offerings enhance the fan experience for each fight.

Nicholas Smith, Senior Vice President of Global Partnerships at the UFC, praised bet365 as a “natural fit” for the organization, citing their understanding of the sports fan experience. He noted that the partnership enriches the viewing experience by delivering deeper insights, dynamic odds, and a wider range of responsible engagement options for fans throughout each event.

The new agreement was first highlighted during the Holloway vs. Oliveira event on March 7. With this partnership, bet365 is poised to capitalize on the UFC’s extensive reach and engage with fans in innovative ways, offering a fresh perspective on sports betting integration within mixed martial arts. The future implications for both parties remain to be seen, as they navigate the evolving landscape of sports betting in North America.