Meta has entered into a multiyear partnership with the Ultimate Fighting Championship (UFC), becoming its ‘Official Fan Technology Partner.’ This collaboration hints at a deeper integration of UFC’s mixed martial arts events across platforms like Quest and other Meta offerings.
The UFC is excited to harness Meta’s advanced technologies to engage its global fanbase like never before, utilizing platforms such as Meta AI, Meta Glasses, Meta Quest, and popular social networks Facebook, Instagram, WhatsApp, and Threads. Additionally, Meta is set to become the UFC’s ‘Official AI Glasses Partner,’ and will collaborate with the UFC on innovative uses for their cutting-edge AI glasses during events.
UFC President and CEO Dana White is enthusiastic about the partnership, stating, "Throughout the years, I’ve worked with many exceptional partners to grow this sport. Mark and his team at Meta are positioned to truly captivate UFC fans. Meta’s tech expertise will elevate fan engagement to new heights. We’re working together on a new fighter rankings system that I can’t wait to unveil. The future looks very promising for those passionate about this sport."
The partnership seems logical, given Meta’s CEO Mark Zuckerberg’s personal interest in the sport; he has even participated in Jiu-Jitsu tournaments himself. Zuckerberg expressed his excitement: "I love this sport and I’m eager to partner with the UFC to allow fans to experience it in innovative ways."
White has also joined Meta’s board of directors recently, along with John Elkann, CEO of the investment firm Exor, and tech investor Charlie Songhurst.
As for what this means for Quest, the details are still unfolding. While specifics regarding XR aren’t yet clear, Meta plans to integrate UFC elements across Pay-Per-Views and Fight Nights, featuring brand placements in the iconic Octagon, unique broadcast elements, and engaging in-arena experiences for fans.
The agreement also extends to Meta’s social platform Threads, which will host exclusive original UFC content. The initial collaboration between UFC and Meta dates back to 2022, where they introduced 180-degree Fight Pass livestreams to Horizon Worlds, Meta’s virtual reality platform, and the Xtadium app. With this expanded partnership, the potential for increased visibility of UFC on Quest is substantial.
More information about this exciting partnership is on the horizon, promising an enriched experience for fans worldwide.
