The UFC have entered into a new partnership with IBM to tap into the capabilities of AI to create a new viewing experience for fans.
IBM will supply its watsonx AI and data platform to reach the UFC’s global fanbase, alongside the Insights Engine to harness the technology. These solutions will help feed data rich content to UFC programming.
This includes unique insights and advanced analysis of live bouts, fighter tendencies, projections of possible match outcomes, and method of victory – all of which will be engineered to update in real-time on-screen as more live data is generated.
Furthermore, IBM will become UFC’s official global AI partner, marking the first time UFC has opened up this marketing category to a brand partner.
Grant Norris-Jones, Head of Global Partnerships at TKO Group – UFC’s parent company – said: “This partnership with IBM is one of the most significant milestones for UFC and a game changer for how fans will experience our sport.
“IBM is an iconic blue-chip, global brand with decades of experience in sports marketing. Together, we’re pioneering a product to revolutionise analytics and information in live sports. This partnership marks a pivotal win, not only for UFC and IBM, but also for fans around the world who will experience our sport in a whole new way.”
As its first official global AI partner, IBM will work with UFC to accelerate and scale the latter’s existing capabilities, driving fan engagement with content experiences and newfound access to UFC fight information.
Insights Engine, produced in collaboration by IBM and UFC’s Research and Development team, is expected to debut in early 2025.
The branded insights, stats and graphics will be integrated into UFC consumer platforms, including pre-event programming, UFC Pay-Per-View broadcasts, UFC social media channels, and in-venue video boards.
Jonathan Adashek, SVP of Marketing and Communications at IBM, added: “Data and AI solutions like UFC Insights Engine built with IBM watsonx can offer current fans entirely new ways to connect with their favourite athletes and sports, while also building excitement among new generations of MMA fans.
“Leveraging watsonx and our Granite models also allows UFC to enhance its digital operations and to harness the power of its extensive library of match data – all to the benefit of current and future fans.”
