NEW YORK (AP) – The Ultimate Fighting Championship (UFC) has announced a multi-year partnership with Meta, the parent company of Facebook, designed to expand the reach of mixed martial arts (MMA) to a global audience. This collaboration, which was revealed on Wednesday, will allow UFC to utilize a variety of Meta's technology platforms, services, and products. These include Meta AI, Meta Glasses, Meta Quest, as well as social media applications such as Facebook, Instagram, WhatsApp, and Threads. The goal is to enhance the ways UFC fans can access and engage with content.
The partnership will also explore the integration of Meta’s AI glasses at UFC events, aiming to deliver innovative experiences to fans. Dana White, UFC President and CEO, expressed optimism about the collaboration, stating, "Meta has the greatest minds in tech, and they are going to take fan engagement to the next level." He highlighted that Meta is already working on developing a new fighter rankings system as part of their joint efforts.
Although the financial details of the agreement remain undisclosed, it is set to feature the Meta brand prominently within the UFC’s Octagon and across various broadcast platforms. Furthermore, the platform Threads will offer exclusive original content related to UFC, showcasing a fresh angle for fan interaction.
Mark Zuckerberg, Founder and CEO of Meta, also shared his enthusiasm for the new venture, stating, "I love this sport, and I’m looking forward to working with the UFC to let fans experience it in new ways." Zuckerberg, who has trained in mixed martial arts, notably competed in his first jiu-jitsu tournament in 2023. He had also been in discussions regarding a potential fight with Tesla CEO Elon Musk earlier that year, although that matchup never materialized.
Zuckerberg and White have a history of collaboration, with White joining Meta's board of directors in January. Both figures have connections to high-profile business circles, including ties to former President Donald Trump. Following Trump's reelection in November, Zuckerberg was seen dining with the then-president in his Mar-a-Lago club in Florida, and Meta made a substantial donation of $1 million to Trump's inauguration fund, a move that mirrored similar contributions from other Big Tech companies, including Amazon.
Trump’s longstanding support for UFC, marked by his frequent attendance at major fights, has contributed to a closer relationship with White. Their ties trace back to 2001 when White hosted a UFC event at Trump's former casino-hotel, the Trump Taj Mahal, in Atlantic City, New Jersey. Trump has continued to be a visible presence at UFC matches, especially during his campaign efforts to engage younger male audiences.
White has also participated in prominent speaking engagements at the Republican conventions in 2016, 2020, and 2024, highlighting his political alignment with Trump, which further solidifies their mutual interests within the realm of sports and entertainment.
Following the announcement of this partnership, shares of Meta Platforms Inc. experienced a slight increase in midday trading, while TKO Group Holdings Inc., UFC's parent company, saw its shares climb more than 2%, underlining the positive market response to the collaboration.
