bet365 replaces DraftKings as UFC’s official betting partner in North America
Table of contents
- bet365 secures multi-year deal as official sports betting partner across the United States and Canada.
- Partnership integrates betting tickers, fighter odds and same-game parlays across UFC broadcasts.
- The first event under the new agreement is UFC 326 at T-Mobile Arena on March 7.
bet365 has been named the official sports betting partner of UFC across the United States and Canada, replacing DraftKings in a multi-year agreement announced March 5, 2026.
The partnership marks a strategic shift for the mixed martial arts organization as it enters a new broadcast era with Paramount.
The deal grants bet365 an integrated presence across all UFC events throughout the partnership term. Broadcasts will feature on-screen betting tickers, fighter odds, intro odds and same-game parlay options that deliver real-time wagering opportunities tied to fight action.
New partnership launches with Paramount broadcast deal
The bet365 agreement coincides with UFC’s historic broadcast partnership with Paramount in the United States. Paramount+ will exclusively distribute UFC’s full calendar of 13 numbered events and 30 Fight Nights via its streaming platform beginning in 2026.
Trip Stoddard, head of development at bet365, said:
“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. 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.”
UFC reports more than 330 million followers across social platforms and an estimated 700 million fans worldwide. The promotion stages 43 live events annually, placing MMA among the most actively wagered sports globally.
bet365 debuts at UFC 326 in Las Vegas
Fans will see bet365 branding during UFC 326: Holloway vs. Oliveira 2 on Saturday, March 7 at T-Mobile Arena in Las Vegas. The event marks CBS’s first primetime UFC broadcast, with the network simulcasting select preliminary and main card fights from 8:00-10:00 PM ET. Remaining bouts will stream exclusively on Paramount+.
bet365 will offer a 50% profit boost token within its mobile app for wagers placed on numbered UFC event main cards. New and eligible customers can access a 30% profit boost for UFC Fight Night broadcasts.
Nicholas Smith, senior vice president of global partnerships at TKO, said:
“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 Smith.
“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.”
DraftKings partnership concludes after five years
The bet365 deal replaces a five-year agreement between DraftKings and UFC that began in March 2021. That partnership was valued at $350 million, including marketing and cash, according to ESPN reporting at the time.
bet365, which operates in 16 US states including Illinois, Ohio, Pennsylvania and Missouri, maintains a US headquarters in Denver. The operator has established partnerships with nine US professional teams across MLB, NFL, NBA, NHL and WNBA, alongside a deal with the UEFA Champions League.
UFC also holds promotional partnerships with prediction market platform Polymarket and Ladbrokes, the British gaming operator owned by Entain. The Polymarket agreement was signed in 2025.
The UFC deal represents a significant North American play for bet365 as the operator navigates contrasting regulatory environments across its global markets. The timing aligns with mounting fiscal pressure in the UK, where Remote Gaming Duty will rise from 21% to 40% in April 2026, prompting bet365 to cut long-standing sponsorships including the Craven meeting at Newmarket and races at Haydock after 23 years.
The contrast underscores shifting commercial priorities for major operators as they balance investment between mature European markets facing intensified taxation and North American jurisdictions offering growth opportunities with more favorable regulatory structures.
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