Bet365 Just Took Over UFC Betting Rights From DraftKings — What Changes?

If you’ve been watching UFC events on Paramount+ lately, you may have noticed something new on screen: Bet365 branding popping up everywhere that DraftKings used to be. That’s not an accident — it’s the result of one of the biggest sportsbook shakeups in combat sports history. Here’s what happened, what it means for UFC fans and bettors, and why it’s part of a much larger trend reshaping the sports betting industry.

The Deal: Bet365 Is Now the UFC’s Official US Betting Partner

In early March 2026, the UFC officially announced a five-year deal with Bet365, making the British sportsbook its new Official Sports Betting Partner in the United States and Canada. The deal replaced DraftKings, which had held UFC betting rights since 2021 under a landmark $350 million agreement.

The first event under the new partnership was UFC 326 on March 7, 2026 — notably, the first UFC numbered event broadcast on CBS. The timing was deliberate: Bet365 wanted its brand front and center as the UFC made its broadcast debut on a new network. (UFC fights have moved to Paramount+ for streaming, replacing the long-running ESPN deal.)

Under the agreement, Bet365 gets prominent integration across UFC broadcasts, including on-screen odds, betting tickers, fighter odds displays, and same-game parlay features. Bet365 branding appears in the Octagon and throughout UFC’s digital and live event properties for more than 40 fights in 2026. UFC analyst Laura Sanko is also a Bet365 endorser, further tying the two brands together on-air.

What This Means for UFC Bettors

If you already have a Bet365 account, expect enhanced UFC integrations — odds, props, and same-game parlays built directly into the viewing experience. Bet365 is offering a 50% profit boost token for customers betting on numbered UFC events, and new customers can grab a 30% bonus for UFC Fight Night cards.

If you’re new to Bet365, now is a good time to check out what they’re offering. The sportsbook operates in 16 US states and has been aggressively building its North American presence. They’ve already signed sponsorship deals with nine professional teams across MLB, NFL, NBA, NHL, and WNBA, plus a deal with the UEFA Champions League. The UFC partnership is their biggest US sports deal yet.

Previously, DraftKings users enjoyed deep UFC integrations — in-game promotions, odds tickers, and exclusive props tied to the brand. Those features now belong to Bet365. DraftKings hasn’t disappeared from MMA betting — they’ll still offer UFC odds — but they’re no longer the face of it.

Why Did DraftKings Lose the Deal?

The original DraftKings-UFC partnership ran from 2021 to 2026 — the full five-year term. When it came time to renegotiate, Bet365 came in with a compelling offer.

Financial terms of the new Bet365 deal haven’t been disclosed, but it’s worth noting that the original DraftKings deal was valued at $350 million — one of the largest sports-sportsbook partnerships ever signed at the time. Bet365 clearly came to the table ready to compete at that level.

For DraftKings, losing the UFC rights is a notable setback, though it still holds major partnerships across other sports. The company has been refocusing its strategy and managing costs in recent years after a period of aggressive spending on marketing and partnerships.

Meanwhile, F1 Just Signed Its First-Ever Betting Partner Too

The UFC deal wasn’t the only big sports-sportsbook partnership announced in early March 2026. Formula 1 made headlines by naming Betway as its first-ever Official Betting Operator, in a multi-year deal timed to the start of the 2026 F1 season in Melbourne, Australia.

F1 spent two years developing a betting strategy before diving in, working with data startup Alt Sports Data to build a proprietary in-race betting product powered by real-time telemetry from cars and track sensors. Fans can now place live bets on things like which driver will pit first or predict strategy calls lap-by-lap — the kind of hyper-data-driven wagering that suits Formula 1’s obsessive fanbase perfectly.

Betway’s deal covers Europe, the Middle East and Africa, Canada, and Mexico. F1 is pursuing a non-exclusive model and plans to announce more betting operator agreements in the coming months, including some with broad US licensing footprints.

The Bigger Picture: Sportsbooks Are Spending Big to Own Sports

Zoom out and you see a clear trend: sportsbooks are competing fiercely to become the official, embedded presence in the sports fans already watch. It’s not just about running ads — it’s about being built into the broadcast itself, with odds on screen, betting features in the app, and brand ambassadors at ringside.

For casual bettors, this is ultimately good news. More competition between books means more promos, better odds boosts, and richer in-game betting experiences. For UFC fans specifically, Bet365 is making a significant investment to make their platform the go-to destination for fight night wagering.

The UFC has a massive, passionate audience that engages with the sport in real time — exactly the kind of fan base that sportsbooks want to reach. And with UFC now on CBS and Paramount+, the promotion is reaching new viewers every week. Bet365 is betting big that those new fans will want to place a few bets while they watch.

If history is any guide, they’re probably right.