The Ultimate Fighting Championship (UFC) and bet365 have entered into a new multi-year agreement, naming the operator as UFC’s official sports betting partner in the US and Canada.
“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,” bet365 Head of Development Trip Stoddard said.
“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.”
The partnership will include sportsbook integrations across each of UFC’s premium live events throughout the multi-year term, beginning on March 7 with UFC 326 from Las Vegas, which also represents the first-ever UFC event to be broadcast on CBS.
UFC’s long-term collaboration with bet365 is also set to include sportsbook integrations such as on-screen betting tickers, fighter odds, intro odds and same-game parlay features on UFC broadcasts.
“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,” TKO SVP of Global Partnerships Nicholas Smith 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 sportsbook operator is offering an exclusive profit boost token for wagers placed on UFC 326, as well as additional profit boost opportunities for the mixed martial arts league’s Fight Night events.
The UFC cancelled a lightweight bout between Michael Johnson and Alexander Hernandez at UFC 324 after the fight was flagged for unusual betting activity, originally scheduled for January 25
