The agreement is for five years and covers both major markets, the USA and Canada. Under its terms, Bet365 will be integrated into all of the organization’s events, including 13 major numbered tournaments and 30 Fight Nights. The first event was UFC 326, which took place on March 7 in Las Vegas at T-Mobile Arena, where Max Holloway and Charles Oliveira faced off in a lightweight rematch. The specific amount of the deal was not disclosed.
What exactly is changing for viewers
Now, when watching a match, the screen constantly displays the current odds for the match in progress, the pre-match odds for each upcoming match, and the option to place parlay bets on events within a single match while watching. American broadcasters have long integrated betting tools into their sports coverage, and the UFC is simply following in the footsteps of the NFL and NBA.
In 2026, the UFC itself is moving to a new platform. ESPN has ceded its spot to Paramount+. This means that Bet365 is entering the UFC just as the promotion’s audience begins to form in its new home, and the bookmaker’s logo will be one of the first things new viewers see.
Why does Bet365 need the UFC?
The company operates in 16 states and has already signed sponsorship agreements with nine professional clubs from various leagues, including MLB, NFL, NBA, NHL, and WNBA. It also has a partnership with the UEFA Champions League. These are not random deals, but a systematic effort to build brand recognition in markets where Bet365 aims to compete with local giants like FanDuel and DraftKings.
The UFC is an interesting choice in this context. The organization claims to have 700 million fans worldwide and 330 million social media followers. Furthermore, MMA has long been among the top sports in terms of betting volume, and the fight-by-fight format has historically converted well to live betting. Viewers react to what’s happening in the cage instantly and place bets accordingly.
The question is how beneficial this partnership is given the recent scandals. In late 2025, the UFC parted ways with fighter Isaac Dulgarian following suspicions of match-fixing. Regulators detected abnormal betting activity ahead of his bout. A few months later, Dana White removed another fight from the UFC 324 card due to signals of a possible fix. Earlier, AGCO, the Ontario regulator, imposed a temporary ban on accepting bets on the UFC, questioning whether insiders within the organization had access to the betting lines.
Conclusion
For Bet365, this isn’t just a sponsorship deal; it’s a clear signal that the company is serious about establishing a foothold in North America. The UFC provides reach, Paramount+ brings in a new audience, and the five-year contract gives them time. Whether they can turn all of this into a real market presence will become clear from the figures at the end of the first year.
