UFC locks in bet365 as exclusive gambling partner ahead of UFC 326
The UFC has secured a new five-year partnership with bet365, making the betting company its exclusive gambling and fantasy partner in the U.S. and Canada. The deal begins at UFC 326 in Las Vegas this Saturday, where bet365 will offer special promotions and enhanced odds for fans placing wagers on the main event.
The collaboration replaces UFC's previous agreement with DraftKings. Under the new terms, bet365 will feature prominently in UFC broadcasts, including on-screen betting tickers during live fights. The company will also provide fighter and bout intro odds, along with same-game parlay options to boost engagement.
UFC 326 includes nine main card and preliminary bouts, all covered by bet365 as part of its annual UFC event lineup. To mark the start of the partnership, the betting firm is offering a 50% profit boost token for bets placed on this weekend's main event.
The deal comes after recent scrutiny of suspicious betting activity in the UFC, including an incident at UFC 324 in Las Vegas. One of the fighters involved in a previously cancelled bout due to irregular wagering, Michael Johnson, is set to compete at UFC 326.
bet365's focus on real-time engagement and in-play wagering aligns with UFC's popularity among bettors. The company's experience in live odds and fighter statistics made it a strong fit for the partnership.
The five-year agreement solidifies bet365's role in UFC's U.S. and Canadian markets. Fans will see betting odds integrated into broadcasts, while the company's promotions aim to enhance the viewing experience. The partnership begins with UFC 326, where bet365's offerings will be available for the first time.
