UFC Partners with Meta for Innovative Fan Experience

Las Vegas, Nevada — The Ultimate Fighting Championship (UFC) has announced a multi-million dollar partnership with Meta, aimed at enhancing the fan experience in mixed martial arts (MMA). This announcement was made during the UFC 300 event on April 13, 2024, at T-Mobile Arena.

Under the new deal, Meta will serve as the “official fan technology partner” of the UFC, integrating its technologies across various platforms such as Meta AI, Meta Glasses, and the social media apps Facebook, Instagram, WhatsApp, and Threads. Although financial specifics were not disclosed, UFC President and CEO Dana White expressed excitement over the collaboration.

“Mark and his team at Meta are going to do things that will blow away UFC fans,” White said in a statement.

The partnership will see Meta’s branding featured prominently in the UFC’s Octagon ring during pay-per-view and “Fight Night” events. It marks a significant shift in UFC’s marketing strategy as it navigates its media rights negotiations, which are scheduled to begin later this month.

Currently, UFC’s exclusive negotiating period with ESPN, its broadcasting partner, ends April 15. Reports indicate that ESPN does not intend to renew its deal before this deadline.

Discussions between UFC and Meta commenced in the latter half of 2024, according to Grant Norris-Jones, head of global partnerships at TKO. Norris-Jones noted that UFC considered various potential sponsors before choosing Meta due to the tech company’s capability to meet their needs.

“Meta will be our official marketing partner, our official AI glasses partner, our official wearable partner, an official social media partner,” Norris-Jones said. “They’re making a significant investment into our ecosystem.”

In addition to integration during events, Meta’s platform Threads will feature exclusive UFC content, which will be highlighted during live broadcasts. Both companies are collaborating on further announcements over the next three to nine months, including a new UFC fighter rankings system utilizing Meta technology.

Although the contract details were not personally negotiated between Zuckerberg and White, Norris-Jones remarked that having such high-profile executives involved lends credibility to the partnership.

Zuckerberg, who has expressed his enthusiasm for the sport, stated, “I love this sport and I’m looking forward to working with UFC to let fans experience it in new ways.” He has been seen attending UFC events and is personally engaged in mixed martial arts.

Meta’s annual report acknowledged Zuckerberg’s passion for combat sports as both a potential asset and risk factor for the company, noting his involvement in high-risk activities. “We currently depend on the continued services and performance of our key personnel, including Mark Zuckerberg,” the report stated. It pointed out that Zuckerberg’s participation in combat sports could pose risk, underscoring the significance of his role within the company.