DraftKings and UFC, the mixed martial arts organization, announced Thursday that DraftKings will become UFC’s first “Official Sportsbook and Daily Fantasy Partner” in the U.S. and Canada.

The DraftKings deal is valued at $350 million in cash and marketing, according to ESPN, the broadcast partner of UFC.

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“This is a massive deal that will benefit UFC, DraftKings, and most of all the fans,” UFC President Dana White said in the release. “DraftKings is the best at what they do in the betting and daily fantasy space, and unlike other sports, UFC has no offseason. The action will be non-stop for fans of UFC and DraftKings. This is the most important deal we’ve ever done to increase engagement with our fans and reach new ones, and I’m looking forward to all the exciting things we’re going to do with DraftKings over the next few years.”

The gaming company will also become presenting partner of UFC Fight Clock — UFC’s new time-keeping system, according to a news release. The clock will be integrated directly into UFC’s production technology, allowing athletes, fans, and officials in the arena to see the same countdown clock per round as broadcast viewers.

There will be up to four UFC Fight Clocks displayed on the Octagon, giving fighters a view of at least one clock from any vantage point. The UFC Fight Clock will debut Saturday at the UFC 259 pay-per-view in Las Vegas, the release said.

DraftKings will offer in-game promotions, activations, in-broadcast UFC betting odds integrations and UFC branding across its platforms and have the right to use official UFC marks and logos. It will also provide fans with free-to-play UFC games as well as enhanced prop bets and other innovative sportsbook opportunities.

UFC 259 DraftKings Pool, Promo

Ahead of Saturday’s UFC 259, DraftKings launched a free-to-play UFC pool with $10,000 in prizes, available for fans to enter and compete nationwide.

DraftKings is also offering a special promotion for UFC 259. New DraftKings depositors ($5 or more) can bet $1 and win $100 if a fighter lands a single punch during one of the three title bouts you choose. If either fighter connects on a punch, you receive the $100 bonus paid as four $25 free bets. The bets must be played within seven days.

The promo is available for the Jan Blachowicz vs. Israel Adesanya, Amanda Nunes vs. Megan Anderson and Petr Yan vs. Aljamain Sterling fights.

Bet $5, Get $150 Instantly

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“Combat sports, and UFC in particular, have scaled significantly across both our sportsbook and daily fantasy verticals, evolving from a niche offering to a high-demand category that we believe will only grow further as we innovate,” Jason Robins, DraftKings co-founder and chief executive officer, said in the release. “While DraftKings and UFC have previously collaborated on specific events, we are proud to become official partners and explore even more impactful integrations that prioritize the fan experience.”

The agreement will also provide DraftKings with a branded presence on the Octagon canvas at select UFC events and during White's Contender Series.

Last year, UFC daily fantasy and sports betting saw substantial growth on DraftKings, setting new company records on multiple fronts. For the first time, DraftKings offered customers two MMA Millionaire contests to keep up with the critical mass of customer interest and has plans to offer several additional contests in 2021.