Mixed martial arts league UFC has partnered with Meta to increase its fan engagement, as the companies continue to deepen their ties.
Meta platforms like Facebook, Instagram, and Threads will include original UFC content under the multi-year deal, as well as contributing to UFC fan experiences. Other Meta services, like its augmented reality glasses and artificial intelligence technology, will be used at UFC events.
“Meta has the greatest minds in tech and they are going to take fan engagement to the next level,” said UFC CEO Dana White.
“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.”
Meta’s branding will be added to UFC’s Octagon ring for its pay-per-view and Fight Night events. The partnership will also integrate Meta into UFC’s broadcast features and in-person events for fans.
The social media company has also been named as UFC’s official artificial intelligence glasses partner. The companies will integrate Meta’s AI augmented reality glasses, produced in collaboration with Ray-Ban, into UFC’s events.
Threads, Meta’s text-based social media app, will become UFC’s official social media partner. The app will host exclusive UFC content.
UFC and Meta have been collaborating on a potential sponsorship deal since the second half of 2024. The companies will release further announcements on the integration of Meta’s technology into UFC over the next three to nine months, according to UFC’s parent company TKO Group.
White joined Meta’s board of directors in January. Meta CEO Mark Zuckerberg frequently attends UFC events, and has competed in local mixed martial arts tournaments.
UFC’s broadcasting rights deal with ESPN is set to expire later this year, with the company reportedly seeking a partnership with Netflix. It would join WWE, which is also owned by TKO Group, on the platform.
TKO Group’s (NYSE: TKO) share price closed at US$158.58, up from its previous close at $152.99. Its market capitalisation is $12.93 billion.
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