bet365 Named Official Sports Betting Partner of UFC in the United States and Canada

Key Points

• bet365 just signed a multi-year deal with UFC, making them the official sports betting partner throughout the US and Canada.
• They’ll launch the partnership during UFC 326: Holloway vs. Oliveira 2, set for March 7 at T-Mobile Arena in Las Vegas.
• With this agreement, UFC broadcasts and streams will feature real-time betting tools, on-screen odds, betting tickers, and same-game parlays, all woven right into the action.

bet365 and Ultimate Fighting Championship sign a multi-year agreement that names the British sportsbook operator as the official sports betting partner across the United States and Canada. An Ontario-licensed online sportsbook and casino will connect with every UFC event during the partnership across North America through broadcasts, digital channels, social media, and live event activity. Agreement brings sportsbook tools inside UFC broadcasts including on-screen betting tickers, fighter odds, intro odds, and same game parlay options linked to fight action. Fans will see betting tools during broadcasts and across digital platforms while bet365 also holds a presence during live fights and other UFC events.

bet365 Partners with UFC to Expand Global Sports Betting Reach

bet365 Head of Development Trip Stoddard shared that the partnership signals a moment for the company as it pushes global growth and strengthens its link with sports tied to live action and fan interest. He also stated the UFC event calendar and fan following create space for real-time betting while the bet365 product depth places the operator in a position to change how fans view fights. Collaboration links bet365 with one of the biggest audiences in global sports which brings excitement and strong attention from fans across many regions. UFC holds more than 330 million followers on social media platforms with a global fan base close to 700 million people. The organisation runs a yearly schedule of 43 live events which places sport at the centre of the sports betting system.

Mixed martial arts stands among the most wagered sports worldwide and fight by fight format pushes live betting activity and real-time odds interaction. Under agreement live bet365 odds and betting tickers appear within UFC streams where the sportsbook runs under a licence such as Ontario and several US states. Sports streaming betting tools continue to appear across the United States where leagues place live odds features through deals with betting operators. Groups like the NBA and the PGA Tour already bring similar betting tools which combine live play with betting information.

Partnership Launches at UFC 326

Deal begins during UFC 326: Holloway vs. Oliveira 2 scheduled for Saturday March 7 at T-Mobile Arena in Las Vegas. The event marks the first moment where fans will see bet365 presented as the official sports betting partner of the organisation. In the United States Paramount will distribute the UFC slate of 13 numbered events and 30 Fight Nights through the streaming service Paramount+. Fans can watch every UFC event with a Paramount+ subscription at no extra cost which increases access and reach of the sport. For the March 7 event Paramount+ and CBS Television Network will work together on the broadcast. CBS will air the first UFC event through a simulcast of selected prelim fights and main card bouts during primetime from 8:00 to 10:00 p.m. ET.

Remaining fights of the night will appear only through the Paramount+ streaming platform. In Canada the main card will stream live through pay-per-view from 9:00 p.m. ET. Late preliminary fights will be broadcast on Sportsnet and TVA Sports beginning at 7:00 p.m. ET. To mark the partnership launch bet365 will give a 50 per cent profit boost token inside the bet365 app for wagers on UFC 326 and on main card fights of UFC numbered events. Sportsbook will also give a plus 30 per cent profit boost for new and eligible users during UFC Fight Night events along with other promotions linked to upcoming fights. Nicholas Smith Senior Vice President Global Partnerships at TKO said bet365 brings scale credibility and innovation to the betting space and fits UFC due to understanding fan behaviour during fights.

He added that partnership improves viewing experience with deeper insights, dynamic odds, and more chances for fans to take part in each bout from first bell to final decision. Partnership shows shared focus on innovation responsible gaming and strong fan experiences across events. bet365 continues to focus on responsible play through tools education and support so customers stay in control and betting remains safe and open.

Betting Integrity Scrutiny Around UFC

UFC also explored partnerships inside the betting and prediction markets space. During late 2025 parent company TKO Holdings signed a United States-focused deal with prediction market company Polymarket. Deal introduced a feature where Paramount+ viewers could follow market changes during broadcasts in real time. Even with a deeper link between combat sports and betting platforms organisations’ relationship with wagering has faced concern in recent years. Weeks before the Polymarket announcement in November UFC cut ties with fighter Isaac Dulgarian after claiming he threw a fight against underdog Yadier del Valle following betting activity flagged by Integrity Compliance 360.

Dulgarian entered the fight as a heavy favourite yet lost by submission during the first round. Further concern appeared in late January when UFC Chief Executive Officer Dana White removed a scheduled bout from UFC 324: Gaethje vs. Pimblett undercard. The fight between Alexander Hernandez and Michael Johnson raised match fixing concerns which pushed the organisation to remove the fight from the card. Regulatory pressure also touched betting on UFC fights in Canada. In late 2022 Ontario gambling regulator Alcohol and Gaming Commission of Ontario banned wagering on UFC fights.

The regulator said the promotion failed to meet betting integrity rules since it did not stop insiders from betting on events. The authority changed its decision weeks later after UFC introduced insider betting rules aimed to meet integrity standards and provincial regulations. Through a new multi-year deal with bet365 UFC now gains an official sports betting partner across the United States and Canada while placing betting features inside broadcasts and digital experiences during live events.