The UFC has entered a new marketing partnership with NetBet, making the online gambling operator its official sportsbook and betting partner in the UK, Ireland, Greece, Italy, and Romania.
The shiny new collaboration kicks off on March 22 with UFC Fight Night: Edwards vs. Brady at London’s O2 Arena, one of the promotion’s biggest European events of the year.
NetBet’s branding will feature inside the Octagon, across UFC’s international broadcast feed, and on digital and social media platforms.
Expanding UFC’s presence in Europe
The deal comes as UFC continues to expand its reach in European markets, where the sport has seen a surge in popularity.
Nicholas Smith, TKO’s Senior Vice President and Head of International Business, highlighted NetBet’s established ties to the UFC fanbase as a key factor in the partnership.
“As UFC continues to grow and expand across Europe, it’s great to bring on such a reputable betting partner who already has a strong, established UFC fanbase,” Smith said. “We couldn’t be kicking it off at a better time than with UFC Fight Night: Edwards vs. Brady, our marquee event this year in London, UK.”
NetBet’s strategic move into MMA betting
For NetBet, the agreement is a major step in reinforcing its presence in the sports betting sector, particularly in MMA.
CEO Marcel Prioteasa emphasized the company’s commitment to offering fans new ways to engage with the sport.
“We are excited to become the European betting partner of UFC, uniting the adrenaline-pumping action of the world’s premier mixed martial arts organisation with the elite betting experience our customers expect,” Prioteasa stated.
“As we gear up for our biggest year yet in 2025, and with a loyal and growing MMA community, this partnership lets us bring fans even closer to the Octagon with exciting new ways to engage with the sport they enjoy.”
Growing influence of betting in MMA
The partnership follows a trend of sportsbooks deepening ties with combat sports organizations, recognizing the high engagement levels of MMA fans.
Betting has become an integral part of the UFC viewing experience, with sportsbooks offering various wagering options, including live in-play betting, prop bets, and same-fight parlays.
With NetBet’s brand now integrated into UFC’s European broadcasts and events, the collaboration is expected to provide new promotional opportunities and exclusive betting experiences for fans.
