NetBet and UFC Europe Partnership: Big Deal or Risky Bet?

The Ultimate Fighting Championship (UFC) has officially named NetBet as its sportsbook and betting partner across the UK, Ireland, Greece, Italy, and Romania through a new marketing partnership.

Starting with the UFC Fight Night Event on 22 March from the O2 Arena in London, NetBet will maintain a significant presence in the octagon, on UFC's international broadcast, as well as across digital and social platforms.

Expanding Gambling's Reach in MMA

"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," TKO SVP and Head of International Business Nicholas 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."

The mixed martial arts (MMA) organisation currently produces over 40 live events annually across multiple countries, most recently holding its pay-per-view UFC 313 event from the T-Mobile Arena in Las Vegas.

Good to know: NetBet UK partnered with Swintt on 3 March to expand its library of casino games.

NetBet CEO Marcel Prioteasa expressed enthusiasm about the deal: "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."

The Problem with Gambling Sponsorships in Sports

While this partnership may boost UFC's revenue and engagement, it also raises concerns about the growing presence of gambling sponsorships in sports. High-profile events like UFC fights attract millions of viewers, including young audiences, and the integration of sports betting into these platforms normalizes gambling as an essential part of the fan experience.

The risks of gambling addiction are well-documented, and the close association between betting companies and sports organisations can contribute to problematic gambling behaviours. Athletes, who serve as role models, indirectly endorse gambling when their sport is heavily linked with betting promotions.

The concern is particularly significant given that many countries are implementing stricter regulations on gambling advertising in sports. While UFC and NetBet may see this partnership as an exciting opportunity, it ultimately raises ethical questions about the role of gambling sponsorships in professional sports and whether they prioritise profit over player and fan welfare.