Further amplifying its presence in North America, bet365 has penned a deal with the UFC, coming amid a withdrawal from some sponsorship activities in its home market of the UK.

The Stoke-on-Trent based bookmaker has been expanding gradually across the US since making its North American debut in New Jersey in 2021. It is also active in Ontario, so far Canada’s only multi-licence, regulated betting market.

This week’s deal has seen bet365 become the official betting partner of the UFC throughout both the US and Canada. The deal includes sportsbook integrations in UFC broadcasts, including on-screen betting tickets, odds and same game parlay (bet builder) features, and branding in the Octagon.

“This partnership with UFC marks a defining moment for bet365 as we accelerate our growth globally and deepen our commitment to sports where live action and fan engagement are inseparable,” said Trip Stoddard, Head of Development at bet365.

“UFC’s always-on event calendar and highly engaged global fanbase create a powerful environment for real-time betting, and our industry-leading product depth uniquely positions us to elevate how fans experience every fight.”

bet365’s stateside push

Founded in Stoke-on-Trent, Staffordshire, in 2000, bet365 has emerged as one of the biggest operators in global gaming and has carved out a particularly sizable market share in its home nation.

Since its 2019 debut, the firm has expanded to 15 other states, most recently Missouri. The company stands out as one of the few European operators to have been able to crack the notoriously tough US market, with others like Betfred and Unibet having withdrawn, while Tipico USA was sold to MGM Resorts.

Taking more of a gradual approach may have paid off here, with bet365 biding its time and assessing how the markets developed. Its experience of operating an online-only sportsbook over the past two decades may have also come in handy.

Partnerships have also played a big role in its expansion, often chosen carefully to coincide with local launches and pushes. The partnership with the St Louis Cardinals of Major League Baseball (MLB) has underpinned its Missouri rollout, for example.

A sponsorship deal with the UFC, the most widely viewed MMA promotion not just in North America but globally, suits bet365’s interests in North America well – and perhaps hints at an ambition to secure even more nationwide exposure in a market dominated by an effective duopoly of DraftKings and Flutter Entertainment‘s FanDuel.

In fact, bet365 is replacing DraftKings as the UFC”s official betting partner.

The timing is also interesting due to the UFC partnership coming shortly after bet365 announced that it would be cutting two horse racing sponsorships in the UK. Further cutsbacks, whether by bet365 or other operators, are expected after a new tax regime comes into effect from next month.

UFC ups its betting game

Dana White’s MMA empire is no stranger to working with the betting industry. Its parent company, TKO Group Hodings, has also been engaging with the predictions markets space, namely Polymarket.

As mentioned above, DraftKings was the UFC’s official betting partner for five years, with the deal first penned back in 2021. Individual fighters have also signed betting deals, like Israel Adesanya and Stake.com – the latter also being the UFC’s official betting partner in Asia.

In bet365’s case, the bookmaker’s new deal with the UFC is actually an expansion, with the firm having been sportsbook partner of the MMA promotion in the UK and Ireland since 2020.

“bet365 brings scale, credibility, and innovation to the sports betting space, and we’re thrilled to continue to develop this long-term partnership at such a momentous time for UFC,” said Nicholas Smith, Senior Vice President, Global Partnerships at TKO.

“bet365 is a natural fit for UFC because they understand fight fans and how they engage with the sport in real time.

“This partnership enhances the viewing experience by providing fans with deeper insights, dynamic odds, and more ways to engage responsibly with every bout, from the opening bell to the final decision.”