The UFC has announced a landmark partnership deal with Big Tech firm Meta to become the mixed martial arts promotion’s first-ever fan technology partner.
UFC will now be able to leverage Meta’s range of technological capabilities, which includes AI, augmented reality and social media, to transform how fans interact with UFC fighters and future events.
Central to the partnership will see the rollout of Meta devices, such as Meta AI, Meta Glasses, Meta Quest and access to promote events and fighters on Meta-owned social media platforms like Facebook, Instagram, WhatsApp and Threads.
The integration of these technologies will serve to enhance how UFC produces fan engaging content and how it markets its events and fighters on digital platforms.
UFC President, Dana White, stated: “I’ve had a lot of great partners over the years that have helped us grow this sport, but Mark and his team at Meta are going to do things that will blow away UFC fans.
“Meta has the greatest minds in tech and they are going to take fan engagement to the next level. We’ve already started to work on some innovations with Meta around a new fighter rankings system that I’ll be sharing soon. The next few years will be an absolute game changer for fans of this sport.”
Like several other UFC partners, Meta will also receive branding across the Octagon during UFC PPVs and Fight Night events. The technology giant will also be marketed across UFC broadcasts and look to create in-arena experiences.
White & Zuckerberg’s relationship grows
To many UFC fans, the Meta partnership may not come as a surprise. This is due to Meta Founder and CEO Mark Zuckerberg being a self-confessed fan of MMA and the company.
The multi-billionaire has regularly participated in Brazilian jiu-jitsu practices, as well as walking out former UFC Featherweight champion Alex Volkanovski for his fight at UFC 298 against Ilia Topuria.
“I love this sport and I’m looking forward to working with the UFC to let fans experience it in new ways,” said Zuckerberg.
Furthermore, in a surprising move, White became a Board Member of Meta last January. Zuckerberg stated at the time of White’s appointment that he would help “tackle the massive opportunities ahead with AI, wearables and the future of human connection”.
