UFC announces NetBet as official betting partner in Europe

The UFC have announced a marketing partnership with leading online gambling platform NetBet across the UK, Ireland, Italy, Greece and Romania.

NetBet offers a wide range of sports betting options, live casino and casino games, having operated across four continents for the last 20 years. This will help boost the UFC’s outreach to those in Europe.

Check out the best UK bookmakers to claim free bets worth up to £850!

Every year, the UFC produces more than 40 events across a wide range of countries, with the highlights of 2024 being UFC 302 featuring Islam Makhachev vs. Dustin Poirier and Ilia Topuria vs Max Holloway at UFC 308.

The most recent pay-per-view event was held in Las Vegas last week, while this recent partnership between the UFC and NetBet will commence on Saturday, 22 March at the UFC Fight Night Event held at the O2 Arena in London.

In one of the most hotly anticipated matchups of the year so far, Leon Edwards takes on Sean Brady in the welterweight division in the English capital. Check out our tips for UFC London: Leon Edwards vs Sean Brady - will Edwards retain his reign on homeland soil or will Brady be taking the belt back to the US?

From this event and beyond, NetBet will provide a significant presence in the Octagon, especially with regards to UFC’s international broadcast along with both digital and social platforms.

“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,” said TKO senior vice president and head of international business, Nicholas Smith.

“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 CEO Marcel Prioteasa adds: “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.

“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.”

Back in 2021, UFC president Dana White announced a partnership with DraftKings as their first official bookie and daily fantasy sports partner in the U.S. and Canada. Now, this partnership will allow the UFC to branch out even more in Europe. 

The five-year deal was valued at $350m (£385m), with White describing it as "the most important deal we've ever done to increase engagement with our fans and reach new ones."

The sport has gone from strength to strength in the four years since, with events now held across the globe, taking place in countries such as Australia and Saudi Arabia this year.

The European market stands to benefit massively from this deal between NetBet and the UFC and it will be interesting to see just how much of an impact it has starting from this weekend at the UFC Fight Night in London.