In a major shakeup for the sports betting landscape, the UFC has officially named bet365 its new Official Sports Betting Partner in the United States and Canada. The landmark multiyear agreement, announced Thursday, ends the promotion's five-year exclusive relationship with DraftKings and signals a new era for MMA wagering. The partnership will debut immediately this weekend during the highly anticipated UFC 326: Holloway vs. Oliveira 2 event in Las Vegas.
A New Era: bet365 Takes the Octagon
The deal represents a significant strategic shift for TKO Group Holdings, the parent company of the UFC. By pivoting from DraftKings to bet365, the world's premier mixed martial arts organization is aligning itself with the world's largest online sports betting brand. While financial terms remain undisclosed, industry analysts note this move solidifies bet365's aggressive expansion into the North American market, where it has been steadily gaining ground against domestic giants.
Starting with Saturday's broadcast on Paramount+ and CBS, fans will see a massive overhaul in how odds are presented. The integration promises to be deeper and more dynamic than previous iterations, featuring real-time on-screen betting tickers, "intro odds" during fighter walkouts, and specific spotlight segments for same-game parlay opportunities. This transition comes at a pivotal moment, as UFC 326 marks the promotion's first-ever primetime broadcast on the CBS television network.
UFC 326 Betting Odds: Holloway vs. Oliveira 2
The partnership kicks off with a blockbuster BMF Title rematch that offers intriguing value for bettors. Max "Blessed" Holloway returns to defend his BMF belt against former lightweight champion Charles "Do Bronx" Oliveira. The two legends first met in 2015, a bout cut short by an Oliveira neck injury, making this rematch over a decade in the making.
According to the opening lines from the new official partner, Holloway enters as the clear favorite. Current UFC 326 betting odds list Holloway around -230, reflecting his recent masterclass victory over Dustin Poirier in July 2025. Oliveira, who silenced doubters with a submission win over Mateusz Gamrot last October, sits as a tempting underdog at approximately +180.
Key Betting Trends for UFC 326
For those looking at MMA betting trends 2026, the "fight to go the distance" prop is generating significant action. Analysts point to Holloway's legendary durability and Oliveira's dangerous submission game as conflicting forces. The "Under 3.5 Rounds" is currently favored at -136, suggesting oddsmakers expect a finish before the championship rounds. Additionally, bet365 has launched a special 50% profit boost token within their app specifically for this event, an aggressive customer acquisition play to mark the partnership's debut.
Replacing DraftKings: What It Means for Bettors
The departure of DraftKings, which had held the exclusive rights since 2021, marks the end of a specific chapter in UFC history. For the average bettor, the switch to bet365 likely means access to a wider variety of international markets and in-play options. bet365 is renowned globally for its live-betting product, a feature that aligns perfectly with the fast-paced, volatile nature of MMA.
"bet365 is a natural fit for UFC because they understand fight fans and how they engage with the sport in real time," said Nicholas Smith, SVP of Global Partnerships for TKO. "This partnership enhances the viewing experience by providing fans with deeper insights and dynamic odds from the opening bell to the final decision."
The 2026 MMA Betting Landscape
This deal is just one piece of the UFC's broader media evolution in 2026. Coupled with the new domestic rights deal with Paramount Global, the promotion is positioning itself for mainstream dominance. The integration of bet365 UFC official partner branding across Paramount+ streams creates a seamless ecosystem where content and commerce intersect.
Trip Stoddard, Head of Development at bet365, emphasized the synergy: "UFC's always-on event calendar and highly engaged global fanbase create a powerful environment for real-time betting. Our industry-leading product depth uniquely positions us to elevate how fans experience every fight."
As the octagon touches down at T-Mobile Arena this Saturday, all eyes will be on the cage—not just for the punches thrown, but for the shifting numbers on the screen. With UFC 326 predictions split down the middle, the launch of this partnership adds another layer of excitement to what promises to be a historic night in Las Vegas.
