UFC, the mixed martial arts organization owned by TKO Group Holdings (TKO, Financials), said it signed a multiyear deal with Meta Platforms to integrate technologies from across Meta's (META, Financials) ecosystem into UFC's fan experiences and event coverage.
- Warning! GuruFocus has detected 2 Warning Sign with META.
According to the announcement, Meta will become UFC's first Official Fan Technology Partner and the Official AI Glasses Partner. The partnership is set to include activations using Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp and Threads.
The agreement will embed Meta into UFC's global events, including all Pay-Per-View and Fight Night broadcasts, with brand placement in the Octagon and other broadcast elements, UFC said. In addition, Meta will collaborate on in-arena activations and immersive fan experiences.
Meta's text-based platform Threads will also be designated as UFC's Official Social Media Partner. The company said Threads will feature exclusive original content tied to major UFC moments and serve as a primary hub for online fan conversations.
UFC President and Chief Executive Officer Dana White said the organization has begun working with Meta on a new fighter rankings system, which will be unveiled soon. He said Meta's technology will elevate the fan experience and called the collaboration a "game changer" for the sport.
Meta founder and Chief Executive Officer Mark Zuckerberg said he looks forward to bringing fans closer to UFC in new ways.
The financial terms of the deal were not disclosed. Additional elements of the partnership are expected to be released over time as the companies collaborate on further developments.
This article first appeared on GuruFocus.
