UFC has entered into a multi-year partnership with Meta Platforms, a move that is one of the biggest partnerships in initiatives to increase fan engagement through next-generation technologies. Meta will integrate its suite of products and services, including Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads, across UFC programming and events as UFC’s first official fan technology partner. Threads will be the social media partner in title, providing exclusive original content to fuel conversation around biggest UFC moments and building a loyal space for fans to engage.
Meta’s AI glasses, developed with Ray-Ban, will be utilized innovatively during UFC events to provide a better viewing experience. Branding in the Octagon, broadcast features, and in-stadium fan engagement at UFC Pay-Per-View and Fight Nights are also included in the partnership. UFC President and CEO Dana White expressed enthusiasm in the partnership, citing Meta’s technology strength as a game-changer for engaging fans. White also made suggestions of innovation like a new fighter-ranking system based on Meta’s technology.
Meta CEO and jiu-jitsu-trained UFC fan Mark Zuckerberg was excited over the partnership. He pointed out the potential of making UFC followers access the sport in different, unique ways. Zuckerberg is a recreational MMA aficionado who participated in tournaments himself and even set up an octagon in his Hawaiian complex.
Although terms of the agreement are not disclosed, the alliance is an indication of Meta’s interest in how it can leverage its platforms to enhance fan interaction with UFC content. The partnership is in line with TKO Group Holdings’ objective to grow its services by pursuing innovation in technology. TKO Group has shown strong financial performance in recent times, posting significant revenue growth and market capitalization.
The agreement is a union between sports and tech that will turn the experience between fans and mixed martial arts inside out with virtual digital experiences and augmented reality products.
