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The UFC has secured a new official betting partner. Sports betting platform bet365 has reached an agreement with the UFC to become its official sports betting partner, signing a five-year deal with the MMA giant.
The partnership will prominently feature bet365 during all of UFC events, replacing DraftKings, the sportsbook’s longtime exclusive partner. The move marks a significant expansion for bet365 as it seeks to secure a larger foothold in the US market.
The new deal was on full display during UFC 326, with bet365 branding integrated throughout the broadcast. To celebrate the launch, the sportsbook offered 50% profit boost tokens for wagers placed on UFC markets via the bet365 app.
A strategic shift in UFC partnerships
This agreement represents bet365’s largest and most visible partnership to date, providing the company access to the UFC’s estimated 700 million global viewers. In a bet365 news release, Trip Stoddard, bet365’s head of development, called the partnership a watershed moment for the company.
“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.
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.”
Enhancing the live fan experience
In addition to branding at all UFC Fight Night events, bet365 will feature UFC integrations within its mobile app and execute marketing campaigns across the UFC’s social media channels. The bold move is expected to significantly increase brand awareness as bet365 continues to compete for market share against industry leaders like DraftKings and FanDuel.
