Bet365, UFC Enter Into Exclusive 'Multi-Year' Sports Betting Partnership Starting With UFC 326

By Bill Speros

Mar 5th, 2026 8:00 AM EST

A multi-year deal announced Thursday makes bet365 as the “Official Sports Betting Partner of UFC” in the U.S. and Canada. The Bet365, UFC partnership puts the betting operator front-and-center during UFC broadcasts and live events.

Bet365 will power on-screen betting tickers, fighter odds, intro odds, and same-game parlay feature during each UFC card and broadcast.

RELATED: UFC 326 Odds, Picks, Predictions

The integration begins Friday with the UFC 326 official weigh-ins. That event, which takes place Saturday in Las Vegas, boasts a rematch between Max Holloway and Charles Oliveira as its main event.

The companies touted the deal this way:

Bet365 will integrate dynamic wagering opportunities into every UFC fight, creating unmatched possibilities for inspired bettors and MMA fans to connect with their favorite sport. As the global reach expands, bet365 will introduce innovative sportsbook features into UFC – one of the most-wagered on sports worldwide– to an estimated 700 million fans. 

“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 in the dual announcement “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.”

Last November, Polymarket became the "Official and Exclusive Prediction Market Partner of UFC" as part of a broader partnership between TKO. That deal remains in tact. It focuses on “fan sentiment and perceived momentum that complements, not competes with, regulated sports betting.”

UFC Offers Bet365 Critical Audience Demo

The partnership offers bet365 a massive audience. It boasts more than 330 million followers across social platforms and an estimated 700 million fans worldwide. Its audience is primarily young and male – two demographics that remain the sweet spot for sports betting operators. UFC plays host to 43 events and runs year-round. One study last year found 52% of Gen Z-ers consider themselves UFC/MMA fans. And the 72.7% of respondents who selected "avid fan" of MMA/UFC were males

“Bet365 brings scale, credibility, and innovation to the sports betting space,” said Nicholas Smith, Senior Vice President, Global Partnerships TKO, the parent of UFC said the announcement. “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.”

And the partnership comes at a pivotal time for UFC, which moved exclusively to Paramount+ this year. That platform streams all of UFC’s 13 marquee numbered events and 30 Fight Nights. Gone are the days of pay-per-view events. Those often dragged past midnight on the East Coast as UFC delayed the main event to land more sign-ups. The seven-year, $7.7 billion UFC-Paramount deal also allows for high-profile events to be simulcast on CBS, including UFC 326.

The BMF rematch between Holloway and Oliveira comes after an 11-gap since their previous fight. In August 2015 during a UFC Fight Night, Holloway scored a first round technical knockout after Oliveira suffered an apparent neck and shoulder injury during a takedown attempt. The 48 promotional victories between the two legendary fighters marks the most ever in a single UFC matchup.

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