Dana White, President and CEO of UFC, has joined the board of Meta, the American tech giant behind Facebook, Instagram, WhatsApp and other products.
On Monday (January 6), White officially joined Meta’s board of directors, alongside two other new appointees: John Elkann, CEO of Exor, one of Europe’s largest investment firms, and tech investor Charlie Songhurst.
Mark Zuckerberg, Founder and CEO of Meta, shared his reasoning for the new board appointments, stating: “Dana, John and Charlie will add a depth of expertise and perspective that will help us tackle the massive opportunities ahead with AI, wearables and the future of human connection.”
Though it may be seen as a surprising move by many UFC fans and those in the tech space, White and Zuckerberg have worked together before, and this partnership could bring significant benefits to the combat sports organisation.
The UFC and Meta have previously collaborated, such as a 2022 partnership centred on live and on-demand MMA events in virtual reality through Meta’s Horizon Worlds, an immersive social experience app.
In addition, Zuckerberg is a big fan of combat sports and has attended multiple UFC events. He was also rumoured to be participating in a match against fellow businessman Elon Musk in 2023, although the fight never materialised, as reported by the BBC.
Despite this, White shared that joining a board of directors was not something he had planned on until Meta extended the offer.
“I’ve never been interested in joining a board of directors until I got the offer to join Meta’s board. I am a huge believer that social media and AI are the future,” White said.
“I am very excited to join this incredible team and to learn more about this business from the inside. There is nothing I love more than building brands, and I look forward to helping take Meta to the next level.”
What could White bring to Meta?
Though not explicitly outlined by Zuckerberg, White’s role on Meta’s board will likely focus on supporting the brand growth. While the company is already massive, this move could signal Zuckerberg’s strategy to remain competitive against Musk’s X.
White’s efforts to further grow the UFC were evident in a major milestone last year, as the organisation was named the most valuable combat sports promotion in the world by Forbes.
Valued at $11.3bn, the promotion topped the list ahead of WWE ($6.8bn), AEW ($2bn), ONE Championship ($1.3bn) and Matchroom Boxing ($850m). Much of this success stems from the UFC’s knack for forging strategic partnerships and its commitment to staying at the forefront of innovation.
In 2023, White revealed that UFC 306 would be held at the Las Vegas Sphere, marking the first sporting event at the cutting-edge venue. The event not only lived up to the hype but also set a record, generating $22m in revenue.
Adding to the significance of this event, the UFC announced that the Saudi state-funded sports festival, Riyadh Season, would be the title sponsor. Recognising the success Riyadh Season has brought to boxing, White sought to tap into its growing influence and investment.
This might be exactly what the UFC’s President and CEO is aiming to achieve with Meta, as social media platforms are pivotal in driving engagement and maintaining relevance. Additionally, there’s speculation that UFC events could eventually be streamed on one of Zuckerberg’s platforms.
