Ultimate Fighting Championship (UFC) announces regional partnership with bet365

The Ultimate Fighting Championship (UFC) has announced a long-term partnership with sports betting and gaming brand bet365, which has come on board as the Official Sports Betting Partner of the MMA promotion company in the US and Canada.

The partnership will see bet365 enjoy brand integration at all UFC events while providing an immersive betting experience for fans through a range of broadcast, digital, and live-event touchpoints. Sportsbook integration will include on-screen betting tickers, fighter odds, intro odds, and same-game parlay features during UFC broadcasts.

Nicholas Smith, Senior Vice President, Global Partnerships TKO, commented:

“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. 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.” 

Trip Stoddard, Head of Development at bet365, added:

“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.”