Bet365 has become the new official U.S. and Canadian sports betting sponsor for the UFC, per an announcement made this week.
Breaking from a long-standing partnership UFC had with DraftKings, the top MMA promotion has entered into a five-year agreement with Bet365.
The deal will allow Bet365’s branding to be shown as part of UFC’s broadcast, including the odds for each fight.
DraftKings had done deals with the UFC dating back to 2015, when they became the MMA brand’s first-ever “Official Daily Fantasy Sports Partner.”
Years later, when DraftKings began focusing more on its sportsbook operation and less on fantasy sports pools, it inked a 2021 agreement with the UFC to become the company’s official sportsbook. A source told ESPN at the time that the agreement was worth “low nine figures.”
Bet365 had previously been under UFC partnership deals, which made them the official betting partner for certain regions, like the UK and Ireland. The newest deal is their biggest deal with the MMA promotion yet.
The deal will go alongside UFC’s current global partnership with Polymarket, which is branded as the promotion’s “prediction market” sponsor.
