The premier American mixed-martial arts company, Ultimate Fighting Championship (UFC) has announced a sponsorship agreement with bet365, the world’s favourite online sports betting company.
For the third year in a row, the brand will serve as UFC’s official sportsbook partner in the United Kingdom and Ireland. This year, regions will be also extended to EU nations such as Bulgaria, Denmark, Germany, Greece, Italy, the Netherlands, Spain, and Sweden.
The extended collaboration includes interesting enhancements to improve the betting experience, such as a ‘Bet Builder’ that lets fans construct the wager they wish by choosing from various markets for the same match, which can then be merged into a single bet.
IMG ARENA, an established sports data and technology supplier for the betting, media, and performance sectors and an official partner of UFC will also provide an array of enhancements to the bet365 app and website, such as UFC’s official data feed and in-screen live streaming of UFC bouts, to improve bet365 customers’ betting experience at all UFC events.
bet365 will additionally maintain its own YouTube channel, ‘One on One,’ where UFC commentator Laura Sanko shares unique previews, analyses, and displays of MMA techniques and holds for fans to enjoy. There will also be regular fresh content in the bet365 Sports & Betting News website’s MMA area.
The news of the extension with bet365 comes ahead of the UFC’s return to London on July 22 at The O2 arena, which will have bet365 event branding as British heavyweight Tom Aspinall marks his comeback against Marcin Tybura. bet365 will also continue to broadcast the Cage Warriors playlist on UFC FIGHT PASS, in addition to the extremely acclaimed series on UFC President Dana White’s social channels.
“We are delighted to extend our partnership with UFC for a third consecutive year,’’ said 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. From UFC 290: VOLKANOVSKI vs RODRIGUEZ this weekend, our customers will 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, Global Partnerships, said, “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.”