Mixed martial arts promotion UFC has struck a unilateral multi-year tech partnership with media and technology giant Meta.
As the official fan technology partner, Meta will integrate UFC content across its range of prominent technology, social media, and messaging services.
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The “comprehensive” deal covers the likes of the Meta AI, Metta Glasses, and Meta Quest tech business segments, as well as the Facebook, Instagram, and Threads social media platforms and the WhatsApp messaging service.
In terms of sponsorship inventory, Meta will gain branding placement inside the octagon at UFC events, as well as co-branded broadcast features and live fan actications.
UFC content will be promoted on all of these platforms with the aim of driving fan engagement globally.
In particular Meta platforms will activate around UFC events such as top-line numbered pay-per-view events, and smaller fight nights.
Speaking on the partnership UFC president and chief executive Dana White said: “Meta has the greatest minds in tech and [it is] 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.”
On an individual platform level, Meta becomes the official AI flasses partner of the UFC, and will look to integrate the technology with UFC events, while Threads becomes the promotion’s official social media platform and will post original content around UFC events.
This week the UFC also secured the Dave’s Hot Chicken restaurant chain as an official partner.
Dave’s Hot Chicken will gain promotion assets around UFC events through 2025, including at all top-level pay-per-view events, with broadcast feature placement at select events, and with in-cage branding included at some events also.
This partnership will also utilize UFC’s brand ambassadorship program, with Dave’s Hot Chicken able to draw on the roster of prominent fighters for co-branded media bookings, as well as for fan engagement activations such as competitions.
