Bet365, UFC Extend Partnership Agreement

Betting group bet365 has announced that they've expanded on their existing agreement with the Ultimate Fighting Championship by becoming the official sportsbook partner of the promotion in a number of European countries.

The company already is the UFC's sponsor in the UK and Ireland, but will be adding Bulgaria, Denmark, Germany, Greece, Itlay, the Netherlands, Spain, and Sweden to their status list. Additionally, IMG Arena will provide bet365 with official match data and live streaming of UFC events on the operators sportsbook app. A bet builder feature will also allow punters to create custom UFC bets on events.

Bet365 will continue on running the UFC show "One on One" on its YouTube channel, which provides information on the sport as well as previews and analysis of events.

Regarding the agreement, a bet365 spokesperson said, "We're delighted to extend our partnership with UFC for a third consecutive year. 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.

"Customers will be able to bet on UFC via our market-leading Bet Builder product. Existing customers will also be offered live streaming for UFC events as an in-app feature."

UFC VP of Global Partnerships Nicholas Smith added: "Bet365 have 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."

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About the author

Therese Williams // UK Correspondent
Therese Williams
Therese is a fervent fan of slot machines and pub fruities, often trying her luck at some of the top online casinos. She covers news for Casino Listings with a focus on the UK and Europe. Therese studied arts and creative writing at university and has written for newspapers in the UK.

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