Meta has recently teamed up with the Ultimate Fighting Championship (UFC) in a multiyear agreement, marking Meta as the ‘Official Fan Technology Partner’ of UFC. This collaboration hints at future, more seamless incorporations of UFC’s exciting mixed martial arts events within Quest and Meta’s assortment of platforms.
The UFC aims to harness Meta’s cutting-edge technology to engage with its vast global audience, which counts hundreds of millions of fans. This means utilizing the capabilities of Meta AI, Meta Glasses, Meta Quest, and social platforms like Facebook, Instagram, WhatsApp, and Threads in innovative ways.
Furthermore, Meta will also play the role of the ‘Official AI Glasses Partner’ for UFC. This involves developing creative applications for their revolutionary AI glasses during UFC events to enhance the overall fan experience.
Dana White, UFC President and CEO, shared his excitement, saying, “I’ve worked with many incredible partners over the years who’ve helped grow this sport, but Mark and his team at Meta are set to dazzle UFC fans in new ways. With Meta’s brilliant tech minds on board, fan engagement is bound to reach unprecedented levels. We’ve already begun collaborating on a new fighter rankings system with Meta, which I plan to reveal soon. These upcoming years will be transformative for our fans.”
It’s no surprise that this partnership came to fruition, considering Meta’s founder and CEO, Mark Zuckerberg, has shown a keen interest in the sport. He’s not only a fan but has also actively participated in various Jiu Jitsu competitions over the years.
“I have a genuine passion for this sport,” Zuckerberg commented. “I’m eager to collaborate with UFC to offer fans fresh and exciting ways to enjoy it.”
Earlier this year, in January, Dana White joined Meta’s board of directors, alongside notable figures like John Elkann, CEO of Exor, and tech investor Charlie Songhurst.
As for what fans can expect from the integration with Quest, details remain scarce. While specifics about XR aren’t fully unveiled, Meta has hinted at plans to weave UFC elements into its platforms heavily. This includes brand visibility during Pay-Per-Views and Fight Nights, interactive fan experiences within the iconic Octagon, and various broadcast features.
The partnership also promises to leverage Meta’s social network, Threads, to offer exclusive UFC content that fans won’t find anywhere else.
Since 2022, UFC has been collaborating with Meta to bring immersive 180-degree Fight Pass livestreams to Horizon Worlds—Meta’s social VR space—and the Xtadium app. With this extended partnership, the scope could broaden, potentially enhancing the visibility of UFC matches even further across Quest.
More comprehensive details about this exciting partnership are expected to be unveiled soon. Keep an eye out for updates as this collaboration promises to reshape the way we experience UFC.
