bet365 has officially become the Official Sports Betting Partner of UFC in a landmark partnership that integrates the global sportsbook into every UFC event. The UFC sports betting partnership delivers real-time wagering opportunities through broadcast, digital, and live-event touchpoints, offering fans an immersive experience tied directly to the action. According to TKO, the collaboration arrives as UFC enters a new era with its 2026 broadcast deal with Paramount in the United States.
As part of the agreement, bet365 will feature sportsbook integrations throughout UFC broadcasts, including on-screen betting tickers, fighter odds, intro odds, and same-game parlay features. The partnership officially launches during UFC 326: Holloway vs. Oliveira 2 on Saturday, March 7 at T-Mobile Arena in Las Vegas. CBS will air its first-ever UFC event that evening, simulcasting select fights in primetime from 8:00-10:00 PM ET, while the remainder of the card streams exclusively on Paramount+.
bet365 Positions UFC Sports Betting as Growth Priority
According to Trip Stoddard, Head of Development at bet365, the partnership marks a defining moment for the company’s global expansion strategy. “UFC’s always-on event calendar and highly engaged global fanbase create a powerful environment for real-time betting,” Stoddard said. He noted that bet365’s product depth uniquely positions the company to elevate how fans experience every fight.
UFC commands one of the largest audiences in sports, with more than 330 million social media followers and an estimated 700 million fans worldwide, according to the announcement. The organization hosts 43 live events annually, creating a year-round calendar that naturally drives in-play wagering and live odds engagement. Mixed martial arts continues to rank among the most wagered-on sports globally, making UFC a strategic platform for sportsbook operators.
Partnership Aligns with New Paramount Broadcasting Era
The collaboration with bet365 coincides with UFC’s historic broadcast partnership with Paramount, which begins in 2026. Paramount will exclusively distribute UFC’s full slate of 13 marquee Numbered Events and 30 Fight Nights via Paramount+, its direct-to-consumer streaming platform. Fans can access all UFC events with a standard Paramount+ subscription at no additional cost, according to the announcement.
Nicholas Smith, Senior Vice President of Global Partnerships at TKO, emphasized that bet365’s understanding of real-time fan engagement made the company a natural fit. “This partnership enhances the viewing experience by providing fans with deeper insights, dynamic odds, and more ways to engage responsibly with every bout,” Smith stated. He added that bet365 brings scale, credibility, and innovation to the sports betting space.
Responsible Gaming and Fan Engagement Features
Both organizations have committed to responsible gaming as a cornerstone of the partnership. bet365 will provide users with tools, education, and support to maintain control over their wagering activity, ensuring betting remains safe and transparent. The sportsbook emphasizes keeping the experience fun while prioritizing player protection.
Additionally, bet365 will offer promotional incentives tied to UFC events. The company is providing a 50% profit boost token within its app for wagers placed on UFC 326 and all future numbered event main card fights. New and eligible customers will receive a +30% profit boost for UFC Fight Nights, according to the announcement.
MMA Betting Market Continues Rapid Expansion
The partnership reflects the growing intersection between mixed martial arts and the sports betting industry. UFC’s fight-by-fight format creates natural opportunities for in-play wagering, allowing fans to place bets as action unfolds in real time. This dynamic aligns with evolving consumer preferences toward live betting experiences integrated directly into broadcasts.
Meanwhile, the integration of betting odds and tickers into UFC programming represents a broader industry trend toward seamless entertainment and wagering experiences. The sportsbook integrations will provide viewers with immediate access to betting information without leaving the broadcast, potentially increasing engagement during live events.
The partnership terms and duration were not disclosed in the announcement. However, both companies indicated the collaboration represents a long-term commitment to innovation and premium fan experiences within the combat sports betting ecosystem.