The Ultimate Fighting Championship (UFC) has formalized a new partnership with Bet365, naming the sports betting operator as its official U.S. and Canadian sponsor. This five-year agreement replaces the UFC’s long-standing deal with DraftKings and introduces Bet365’s branding prominently during fight broadcasts, including the display of betting odds.
End of an Era: DraftKings’ Previous Role with UFC
DraftKings had maintained ties with the UFC since 2015, initially as the organization’s first-ever Official Daily Fantasy Sports Partner. Over time, its focus shifted toward sportsbook operations, resulting in a 2021 agreement valuing a low nine-figure sum to become the UFC’s official sportsbook partner. This new Bet365 deal officially ends that relationship.
Bet365 Expands Its Worldwide UFC Partnership
Prior to this groundbreaking U.S. and Canadian agreement, Bet365 held regional partnerships with the UFC, serving as the official betting partner in territories such as the United Kingdom and Ireland. The latest five-year contract marks Bet365’s largest collaboration with the MMA promotion to date, supplementing the UFC’s ongoing global sponsorships, including one with Polymarket in the prediction market space.
