Key Points:
- The UFC has secured a multimillion-dollar, multi-year sponsorship deal with Meta, strengthening its ties with the technology giant, UFC confirmed to F.M.I.E Sources.
- The partnership will integrate UFC with Meta’s suite of products and platforms, including Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads.
- UFC President and CEO Dana White serves on Meta’s board of directors.
UFC Forms Strategic Partnership with Meta
The UFC has struck a major partnership with Meta, securing a multi-million-dollar, multi-year sponsorship deal that will bring the mixed martial arts league closer to Mark Zuckerberg’s technology empire, UFC confirmed to F.M.I.E Sources.
This wide-ranging deal will see UFC integrated into Meta’s entire portfolio of products, spanning Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads. While financial terms were not disclosed, Meta will officially become UFC’s “fan technology partner,” with its branding prominently displayed in UFC’s Octagon ring during pay-per-view events and “Fight Night” broadcasts.
“Mark and his team at Meta are going to do things that will blow away UFC fans,” said UFC President Dana White in a statement.
A Comprehensive Partnership
The Meta sponsorship is separate from UFC’s ongoing media rights negotiations, which are expected to begin in April. UFC’s exclusive negotiating window with its current partner, ESPN, ends on April 15. ESPN has no plans to renew the deal before the window closes, as previously reported by F.M.I.E Sources.
The partnership talks between UFC and Meta began in the latter half of 2024, according to Grant Norris-Jones, TKO’s head of global partnerships. UFC engaged with several potential partners but ultimately found that Meta could provide many of the capabilities the league desired, Norris-Jones explained in an interview.
“Meta will be our official marketing partner, our official AI glasses partner, our official wearable partner, and our official social media partner,” Norris-Jones said. “They’re making a significant investment into our ecosystem.”
Meta’s platform Threads will host exclusive UFC content, and the integration will extend to live UFC broadcasts, Norris-Jones added. Both companies are already working on additional announcements, including new developments around a UFC fighter rankings system powered by Meta’s technology, which could be unveiled in the next three to nine months.
Zuckerberg’s Passion for MMA
Though UFC CEO Dana White and Meta’s founder Mark Zuckerberg didn’t personally negotiate the terms of the deal, their close relationship helped facilitate the partnership. White joined Meta’s board in January, which likely provided additional “air cover,” according to Norris-Jones.
“I love this sport and I’m looking forward to working with UFC to let fans experience it in new ways,” Zuckerberg said in a statement.
Zuckerberg has long been a fan of mixed martial arts and has attended several UFC events. He also personally participates in combat sports, often discussing his passion for MMA.
Earlier in January, Zuckerberg expressed his belief in the benefits of “masculine energy” for corporate culture, a sentiment he elaborated on during his appearance on Joe Rogan’s podcast. Additionally, he has made headlines for his involvement in combat sports, with F.M.I.E Sources noting Zuckerberg’s interest in the sport. In fact, Meta even acknowledged Zuckerberg’s love for high-risk activities, including combat sports, in its annual report, citing it as a potential risk factor for the company.
“We currently depend on the continued services and performance of our key personnel, including Mark Zuckerberg,” Meta’s corporate filing reads. “Mr. Zuckerberg and certain other members of management participate in various high-risk activities, such as combat sports, extreme sports, and recreational aviation, which carry the risk of serious injury and death. If Mr. Zuckerberg were to become unavailable for any reason, there could be a material adverse impact on our operations.”
F.M.I.E Sources