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UFC confirmed a new sports betting partnership covering the United States and Canada. bet365 replaces DraftKings as the promotion official sportsbook partner and will integrate betting features across broadcasts, digital platforms, and live events under a multi year agreement.
Good to Know
Betting integration will appear throughout UFC content across television broadcasts, digital coverage, and arena displays. Real time odds, betting tickets, and same game parlay options will be shown on screen while fights unfold.
More than 40 UFC fights scheduled during 2026 will include the new betting visuals. Coverage will connect live odds directly with the action inside the octagon as fights progress round by round.
Trip Stoddard, head of development at bet365, said:
“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.”
Industry estimates place value of the agreement at roughly $350 million across five years, similar to the previous DraftKings arrangement with UFC. Financial details of the new partnership remain undisclosed.
The partnership receives early exposure during UFC 326. bet365 branding and betting content will appear prominently during the event broadcast.
UFC 326 also introduces a broadcast milestone. CBS will air the card as the first numbered UFC event shown on the network. All UFC fights will stream live on Paramount+, following the start of a new media rights era after ESPN previously carried UFC broadcasts.
The main event features a rematch between Max Holloway and Charles Oliveira, one of the most recognizable matchups scheduled on the fight calendar.
Nicholas Smith, senior vice president of global partnerships at TKO, said:
“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.”
Promotional offers accompany the launch of the partnership. bet365 customers receive a 50 percent profit bonus token tied to any numbered UFC event, including Saturday fights. Eligible users can also access a 30 percent bonus during UFC Fight Night broadcasts.