Bet365 Takes UFC, F1 Expands with Betway: Sports Betting's Major Partnership Push
·2 min
The episode opens by noting major partnership announcements in the sports betting industry over the past 48 hours. UFC has named Bet365 its official sports betting partner in the U.S. and Canada, replacing DraftKings after a five-year $350 million deal that recently ended. This long-term agreement integrates Bet365 odds into UFC broadcasts, including tickers and same-game parlays, with the debut set for UFC 326 on March 7. Formula One has advanced its betting strategy by signing Betway as its first official operator in a multi-year non-exclusive deal. The Betway deal covers Europe, the Middle East, Africa, Canada, and Mexico, effective for the 2026 season. It leverages all sports data for real-time analytics and proprietary odds, with more U.S.-focused operators expected soon. BetPartners is mentioned as the first official operator in the U.S. and Canada. PolyMarket plans to launch prediction markets in its app this year, targeting its 1 million users amid surging volumes. Super Bowl trading hit $3.10 billion, up 39% year-over-year, with PolyMarket at $700 million on championships. 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. No major regulatory shifts or disruptions emerged, but leaders like Bet365 emphasize responsible gaming and partnerships. Compared to last week, activity is intensified with these high-profile deals, shifting focus from routine futures to more partnerships. BetPartners is noted as the first official operator to integrate fan experiences and prediction tech, boosting engagement.
