Bet365 Takes UFC, F1 Expands with Betway: Sports Betting's Major Partnership Push

In the past 48 hours, the sports betting industry has seen major partnership announcements signaling aggressive expansion by key players. UFC named bet365 its official sports betting partner in the US and Canada, replacing DraftKings after a five-year, $350 million deal that ended recently. This long-term agreement integrates bet365 odds into UFC broadcasts, including tickers and same-game parlays, debuting at UFC 326 on March 7.[1][11]

Formula 1 also advanced its betting strategy, signing Betway as its first official operator in a multi-year non-exclusive deal covering Europe, the Middle East, Africa, Canada, and Mexico, effective for the 2026 season. It leverages Alt Sports Data for real-time analytics and proprietary odds, with more US-focused operators expected soon.[3][5][7]

Betr partnered with Polymarket to launch prediction markets in its app this year, targeting its one million users amid surging volumes—Super Bowl trading hit $3.1 billion, up 39 percent year-over-year, with Polymarket at $700 million on championships.[9][12]

Betting markets remain active, with sharp action on NBA overs like Mavericks-Magic over 228.5 and Jazz-Wizards over 242.5, alongside NHL and college basketball. Handicappers report strong profits, including a six-game NBA win streak, as mid-major tournaments drive volume.[2][4]

No major regulatory shifts or disruptions emerged, but leaders like bet365 emphasize responsible gaming in partnerships. Compared to last week, activity has intensified with these high-profile deals, shifting focus from routine futures to integrated fan experiences and prediction tech, boosting engagement without reported consumer behavior changes or price swings.[1][2][9]

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