bet365 is the UFC’s new official sports betting partner for the U.S. and Canada.
Key Takeaways
- bet365 is being integrated into live UFC events with on-screen odds and more in over 40 fights this year.
- The online operator will be part of a landmark fight card broadcast on CBS on Saturday.
- bet365 is offering profit boost tokens for customers who wager on the fights.
While bet365 recently replaced DraftKings as the primary odds provider and advertising sportsbook during the MMA company’s broadcasted fights, the UFC officially announced the deal on Thursday.
The multi-year agreement secures bet365 integration and visuals for broadcast, digital, and live events through on-screen odds, betting tickets, and same-game parlays for more than 40 fights in 2026.
“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,” said Trip Stoddard, head of development at bet365. “UFC’s always-on event calendar and highly engaged global fanbase create a powerful environment for real-time betting, and our industry-leading product depth uniquely positions us to elevate how fans experience every fight.”
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Major event
bet365 will be prominently featured on UFC 326 this Saturday, which will be the first numbered UFC event broadcast on CBS. All of the UFC’s fights will be streamed live on Paramount+, which took over the TKO Group Holdings-owned company’s broadcasting from ESPN at the start of 2026.
“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, TKO's senior vice president of global partnerships. “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 customers will receive a 50% profit bonus token on any numbered UFC event, including Saturday’s fights, which will feature a rematch between Max Holloway and Charles Oliveira in the main event. New and eligible customers can also grab a 30% bonus for the UFC Fight Night broadcasts.
Can't wait for this main card! 💥#UFC326 can't come soon enough!
— UFC (@ufc) March 5, 2026
[ B2YB @bet365_us ] pic.twitter.com/7FLZYZEnhc
Partnering up
Financial details of the partnership were not disclosed, but in 2021, DraftKings inked a $350-million deal to be the UFC’s partner for five years.
The UFC also has promotional partnerships with the prediction market platform Polymarket, through a deal signed last year, and with Ladbrokes, a major British gaming operator owned by Entain.
British gaming company bet365, which has a U.S. headquarters in Denver, has partnered with nine U.S. professional teams in the MLB, NFL, NBA, NHL, and WNBA, as well as a deal with the UEFA Champions League. The online sportsbook operates in 16 states, including Illinois, Ohio, Pennsylvania, and Missouri.
