Bet365 is expanding, and extending, its business relationship with the Ultimate Fighting Championship (UFC) in the UK, Ireland, and a wide swath of the European Union (EU). The deal includes a sprawling array of content agreements and a new betting product aimed at boosting multiple markets from a single wager.
At its core, the deal between the UFC and Bet365 is focused on the company’s role as the official betting partner of the league in the UK and Ireland. As is common with the UFC, the deal also includes other regional markets including Bulgaria, Denmark, Germany, Greece, Italy, Netherlands, Spain and Sweden.
Among the many aspects of the deal is a new Bet Builder product which allows players to create parlays from multiple markets and press them into one wager. This would allow a player to leverage different odds on different fighters for their bespoke bets.
Players will also be able to stream some UFC bouts via the Bet365 app under the terms of the deal.
Nicholas Smith, UFC Vice President of Global Partnerships commented on the deal in a recent press release saying, “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.”
“We are 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,” a Bet365 spokesperson added.
The deal between between Bet365 and the UFC goes into effect immediately and covers the next 12 months.