Bet365 expands commercial partnership with UFC

Bet365 has expanded its partnership with mixed martial arts organisation UFC to develop additional content and activations.

As part of the extension, bet365 will work with UFC to launch a new YouTube show entitled One on One which will be hosted by UFC analyst Laura Sanko.

The show will feature behind-the-scenes action, fight previews and reviews and feature-based content as Sanko is joined by MMA fighters from across the world.

Additionally, bet365 branding will also feature extensively across UFC’s social media platforms and digital content, including the If you don’t know, now you know series hosted by president Dana White.

Bet365 will also be afforded visibility on UFC’s digital subscription service UFC Fight Pass as well as branding space within the Octagon at select events.

The Stoke-on-Trent-based operator became UFC’s official betting partner in the UK and Ireland in 2021.

A bet365 spokesperson said: “We are delighted to extend our relationship with UFC in a year that sees the organisation return to the UK with live events.

“We are looking forward to giving Laura Sanko an additional platform to engage with the UFC fan base and show her technical insight and analysis,” the representative added.

Nick Smith, UFC VP of global partnerships, commented: “After such a successful 2021 with bet365, we’re looking forward to expanding our partnership to include the creation of new digital content for our fans this year.

“This is the continuation of what we believe will be a long relationship with bet365.”