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UFC Partners with Meta in Multiyear Deal to Revolutionize Fan Engagement

The collaboration will integrate Meta's technologies, including AI glasses and Threads, into UFC events, promising innovative fan experiences and new fighter ranking systems.

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The logo of Meta is seen at the entrance of the company's temporary stand ahead of the World Economic Forum (WEF) in Davos, Switzerland January 18, 2025. REUTERS/Yves Herman/File Photo

Overview

  • Meta becomes UFC's first 'Official Fan Technology Partner' in a multimillion-dollar, multiyear agreement announced on April 2, 2025.
  • The deal includes the use of Meta's platforms and products, such as Meta AI, Meta Glasses, Meta Quest, and Threads, to enhance fan engagement and UFC content delivery.
  • Meta's Threads platform will serve as UFC's official social media partner, featuring exclusive content and acting as a hub for the UFC online community.
  • Plans for an AI-powered fighter ranking system and the use of Meta's AI glasses at events are set to debut later in 2025, with additional partnership elements to be announced in the coming months.
  • The partnership reflects the close ties between Meta CEO Mark Zuckerberg, a martial arts enthusiast, and UFC President Dana White, who joined Meta's board of directors in January 2025.