bet365 strike deal with UFC in North America
bet365 has signed a long-term agreement with the Ultimate Fighting Championship, becoming the official Sports betting partner of UFC across the United States and Canada as the online gambling giant continues to shift its global sponsorship strategy.
The deal will see bet365 integrated into every UFC event through broadcast graphics, live odds displays and same-fight parlay markets, giving fans real-time betting insights during fight nights. The partnership launches at UFC 326 in Las Vegas this weekend.
UFC spokesman Nicholas Smith said the decision to partner with bet365 was a no-brainer, given their outstanding reach in regulated gambling markets across the USA.
“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,” he said.
“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.”
The move comes after bet365 quietly withdrew its sponsorship of several UK horse racing events, marking a notable shift away from the sport where the company built much of its early betting dominance.
Industry observers say the UFC partnership reflects bet365’s push into high-growth global betting markets, particularly in North America where mixed martial arts generates significant wagering activity.
Some analysts have also noted that the UFC’s outspoken anti-woke stance and appeal to younger sports audiences may make the organisation an attractive partner for betting brands seeking culturally aligned marketing opportunities.
UFC stages more than 40 events each year and claims a global fan base exceeding 700 million.
