bet365 Named Official Sports Betting Partner of UFC in North America

Sportsbook operator bet365 has entered a long-term agreement with the UFC, becoming the franchise’s official sports betting partner in the US and Canada.

This deal positions the sportsbook prominently across UFC broadcasts, websites, and live events, and increases the breadth of UFC fights available to bet on. The partnership also includes a sportsbook integrated into UFC broadcasts. Viewers will see on-screen betting tickers, fighter odds, introduction odds, and same-game parlay options displayed during events.

“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,” said Trip Stoddard, Head of Development at bet365. “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.”

UFC reaches more than 330 million followers across social media platforms and estimates its global audience at roughly 700 million fans. There are about 43 live events expected this year, giving bettors a constant opportunity to place bets on every match.

The partnership begins appearing publicly during UFC 326: Holloway vs. Oliveira 2, scheduled for March 7 at T-Mobile Arena in Las Vegas. The event marks the first time that fans will see bet365 promoted as the promotion's official sportsbook partner.

UFC expands fan interaction through Polymarket partnership

The bet365 deal is the latest initiative by TKO Group Holdings, the parent company of the UFC, to increase fan engagement during combat sports broadcasts.

The company announced in November a multi-year partnership with prediction market platform Polymarket for UFC and Zuffa Boxing events. The arrangement allows viewers to follow real-time market sentiment tied to live fight developments, adding another layer of engagement alongside traditional wagering.

Polymarket will provide visual data showing shifts in fan expectations and perceived momentum throughout fights. The system allows participants to buy and sell positions on event outcomes during the contest, similar to trading financial assets as circumstances change.

“What’s exciting about our approach is you can buy and sell and you can trade just like a stock throughout the fight,” Polymarket CEO Shayne Coplan told CNBC. “You can buy and sell as momentum swings. We will start with that and we will take from there based on customer feedback.”

The partnership also continues Polymarket's expansion into sports-related content after previously focusing on political and global event prediction markets. The company has recently announced collaborations with organizations, including the NHL and MLS, as well as with events such as the Golden Globes, as it broadens its presence in live entertainment.

“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said Ariel Emanuel, executive chair and CEO of TKO, in a statement. “Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real time, transforming passive viewership into active participation.”