Bet365 has been named the Official Sports Betting Partner of UFC across the United States and Canada under a new long-term agreement, extending the companies’ existing relationship into North America.
The deal puts Bet365 into UFC’s year-round ecosystem via broadcast, digital, and live-event placements, positioning the sportsbook directly inside how fans watch and engage with fights.
Live odds will be embedded across UFC’s 43-event calendar
UFC said the partnership covers every event during the term, backed by its schedule of 43 live events annually, with Bet365 integrations built into the viewing experience.
On broadcasts, UFC expects real-time odds visibility through elements like on-screen betting tickers, fighter odds, intro odds, and same-game parlay features, designed to keep wagering prompts synced with the action.
Why the timing matters for UFC’s media shift in 2026
UFC framed the move as part of a wider 2026 transition, pointing to its new U.S. media setup with Paramount+ distributing 13 numbered events and 30 Fight Nights, which increases the value of in-stream betting overlays and second-screen engagement.
For Bet365, the North America designation turns UFC into a marquee growth channel at scale especially as the sport’s format naturally drives in-play wagering while also building on prior UFC collaboration in other regions.
Source: https://investor.tkogrp.com/news/news-details/2026/-UFC-Names-Bet365-Official-Sports-Betting-Partner-in-the-U-S–and-Canada-in-Landmark-Multiyear-Agreement/default.aspx
