What the Partnership Includes
Under the terms of the agreement, bet365 will be embedded into virtually every UFC event moving forward. The sportsbook’s live betting odds, promotional integrations, and branded content will appear during fight broadcasts, on UFC’s digital platforms, and across its massive social media footprint.
The promotion boasts more than 300 million followers globally across social media, giving bet365 access to one of the most engaged sports audiences in the world.
The deal also includes:
- In-broadcast betting odds and on-screen integrations
- Promotions and activations across UFC digital channels
- Branding and activations at live fight events
- Exclusive marketing rights tied to UFC programming and content
For bet365, the partnership represents a major push to deepen its foothold in North America, particularly in the United States and Canada where sports betting regulation has expanded rapidly over the past decade.
Bet365’s Rise in Global Sports Betting
Bet365 is one of the largest online sportsbooks in the world, founded in 2000 in Stoke-on-Trent, England by Denise Coates. The company launched its online sportsbook platform in 2001 and rapidly expanded internationally, eventually becoming a global leader in in-play betting and live sports wagering.
The company entered the regulated Canadian market when Ontario opened its competitive iGaming framework in April 2022, receiving approval from the Alcohol and Gaming Commission of Ontario to offer casino products and online sports betting in Ontario.
Since then, bet365 has positioned itself as one of the province’s most recognizable international operators, competing against brands such as FanDuel, DraftKings, and domestic platforms in the rapidly expanding market.
For bet365, aligning with a global sports property like the UFC is a strategic way to accelerate brand awareness in North America, where competition among sportsbooks remains fierce.
UFC’s History With Betting Partnerships
The UFC has long recognized the symbiotic relationship between combat sports and sports betting. Fight sports naturally generate strong wagering activity due to their discrete outcomes, event-driven schedule, and global audience.
In 2021, the organization signed a landmark five-year agreement with DraftKings, naming the company its first official sportsbook and daily fantasy partner in the U.S. and Canada in a deal reportedly worth hundreds of millions of dollars.
That partnership integrated DraftKings odds and sportsbook bonuses into broadcasts and UFC digital properties, helping normalize the presence of real-time betting within MMA coverage.
The new bet365 deal effectively replaces DraftKings as the official sportsbook partner across the two largest North American betting markets.
While DraftKings and other sportsbooks will still be able to offer wagers on UFC fights, the official designation gives bet365 premium marketing rights and exclusive promotional visibility during events.
Why This Matters for Canada’s Gambling Market
The significance of the partnership extends beyond branding. For Canadian bettors and operators, the agreement reflects how deeply sports betting has become integrated with major leagues and promotions.
Ontario’s open licensing model has produced one of the largest regulated online betting ecosystems in the world. With dozens of operators competing for players, partnerships with sports leagues and teams have become a critical tool for differentiation.
By aligning with the UFC, bet365 gains direct access to one of the most betting-friendly sports audiences. MMA fans historically engage heavily with prop bets, parlays, and in-fight wagering, making the sport particularly valuable for sportsbooks.
For Canadian gamblers, the integration of real-time odds, special betting markets, and promotional content tied to UFC events could translate into more in-play wagering options and customized fight-night experiences.
