Meta has recently sealed a multiyear partnership with the Ultimate Fighting Championship (UFC), taking on the role of the ‘Official Fan Technology Partner.’ This collaboration hints at a future where we might witness mixed martial arts events becoming more seamlessly integrated across Meta’s platforms, including Quest.
UFC is keen on harnessing Meta’s cutting-edge technologies to enhance engagement with its global fan base, which numbers in the hundreds of millions. The array of tools at their disposal includes Meta AI, Meta Glasses, Meta Quest, along with the social media giants Facebook, Instagram, WhatsApp, and Threads.
Furthermore, Meta is set to serve as UFC’s ‘Official AI Glasses Partner.’ They plan to innovate by using these advanced AI glasses in exciting ways during UFC events, promising fans a whole new viewing experience.
“I’ve had a lot of fantastic partners over the years who’ve helped us grow this sport, but Mark and his team at Meta are set to take things to a whole new level,” UFC President and CEO Dana White remarked. “Meta brings the best minds in tech to the table, and they are ready to redefine fan engagement. We’ve already begun some exciting work with them on a new fighter rankings system that I’ll be revealing soon. The coming years are bound to be revolutionary for our fans.”
This partnership aligns well with Meta’s founder and CEO, Mark Zuckerberg, who has been quite the aficionado of mixed martial arts. Zuckerberg has even participated in several Jiu Jitsu competitions over time. “I’m thrilled about this sport, and I can’t wait to work with the UFC to give fans fresh and exciting experiences,” he said.
Additionally, in January, Dana White joined Meta’s board of directors, alongside John Elkann, CEO of the investment firm Exor, and tech investor Charlie Songhurst.
What this means for Quest is still somewhat under wraps. While specifics about XR applications haven’t been disclosed, Meta has announced plans to infuse UFC branding in Pay-Per-Views and Fight Nights. This includes significant brand placements within the iconic Octagon, numerous broadcast features, and innovative in-arena fan experiences.
The deal will also bring exclusive UFC content to Meta’s social platform Threads as part of this expansive collaboration.
Back in 2022, UFC and Meta initially teamed up to broadcast 180-degree Fight Pass livestreams on Horizon Worlds, Quest’s social VR platform, and the Xtadium app. The new partnership suggests an opportunity to broaden UFC’s reach on Quest, potentially enhancing the sport’s visibility even further.
Stay tuned, as the companies promise to unveil more about this intriguing partnership in the near future.
