UFC and bet365 extend sportsbook partnership for a third consecutive year

UFC has announced the renewal of its exclusive sportsbook partnership with bet365 for the UK and Ireland, running for the third consecutive year. The agreement will continue to cover the two jurisdictions, and this year will see its extension to include EU territories such as Bulgaria, Denmark, Germany, Greece, Italy, Netherlands, Spain, and Sweden.

As part of the renewed partnership, several updates have been introduced to enhance the betting experience for fans of the mixed martial arts promotion. This includes the introduction of a ‘Bet Builder’ feature, which allows fans to create personalized bets by selecting from multiple markets for the same bout, combining them into a single bet.

Additionally, sports data and technology supplier IMG ARENA, an official partner of UFC, will provide various features to the bet365 app and website, including UFC’s official data feed and in-screen live streaming of UFC bouts, further enhancing the betting experience for bet365 customers.

bet365 will also continue its dedicated YouTube channel, ‘One on One,’ where UFC commentator Laura Sanko presents exclusive previews, analysis, and demonstrations of MMA techniques. Furthermore, regular additional content will be available within the MMA section of the bet365 Sports and Betting News website.

This announcement comes ahead of UFC’s highly anticipated return to London on July 22 at The O2 arena, with the event showcasing bet365 branding. The London event will feature a heavyweight battle between Brit Tom Aspinall and Marcin Tybura. Additionally, bet365 will continue as the presenting partner of the Cage Warriors playlist on UFC FIGHT PASS, as well as the popular series “If You Don’t Know, Now You Know” on UFC President Dana White‘s social channels.

“We are delighted to extend our partnership with UFC for a third consecutive year,” stated a spokesperson from bet365.

“2023 will be our biggest and most exciting year yet for our customers, with the launch of two new enhancements to our UFC betting experience. Our customers will now be able to bet on UFC via our market-leading Bet Builder product, and existing customers will also be offered live streaming for UFC events as an in-app feature.”

Nicholas Smith, UFC Vice President of Global Partnerships, expressed his satisfaction with the partnership renewal, saying, “bet365 has been such a great partner over the years.”

Not only are they invested in growing the sport of MMA by creating bespoke and educational content, but they share UFC’s vision of innovation and creativity to deliver fans and customers the best experience possible. We look forward to growing and expanding this partnership for years to come.”