UFC has announced a multimillion-dollar, multi-year partnership with Meta to enhance the mixed martial arts league’s connection with the tech company. The collaboration will integrate various Meta platforms, including Meta AI, Meta Glasses, and social media channels, with Meta becoming UFC’s official fan technology partner. UFC President Dana White expressed excitement about the partnership, while Meta will feature exclusive UFC content on Threads. Though the deal was not personally negotiated by the CEOs, their close relationship facilitated the agreement. Additionally, UFC’s media rights discussions with ESPN are set to begin soon, as the current contract nears its expiration.
UFC CEO Dana White, left, and Meta CEO Mark Zuckerberg were present at the UFC 300 event held at T-Mobile Arena in Las Vegas, Nevada, on April 13, 2024.
Jeff Bottari | Ufc | Getty Images
TKO Group’s UFC has finalized a multimillion-dollar, multi-year partnership with Meta that aims to connect the mixed martial arts organization with Mark Zuckerberg’s tech company, UFC shared with CNBC.
The collaboration will encompass Meta’s extensive portfolio, which includes Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads. Specific financial details have not been made public.
Meta will serve as the “official fan technology partner” of UFC, gaining visibility through its branding displayed in the UFC’s Octagon ring during pay-per-view and “Fight Night” events.
“Mark and his team at Meta are going to introduce innovations that will astound UFC fans,” UFC President and CEO Dana White stated in communication with CNBC.
This partnership with Meta is distinct from ongoing discussions regarding UFC’s media rights, which are slated to commence later in April. UFC’s exclusive negotiating period with its current partner, ESPN, concludes on April 15. Reports suggest that ESPN will not renew the agreement before this deadline.
The companies began negotiating the sponsorship deal in the latter half of 2024, according to Grant Norris-Jones, TKO’s head of global partnerships. UFC explored multiple potential partnerships across various sectors and found that Meta could meet many of the league’s needs, Norris-Jones explained during an interview.
“Meta will act as our official marketing partner, our official AI glasses partner, our official wearable partner, and our official social media partner,” Norris-Jones elaborated. “They are making a significant investment into our ecosystem.”
Exclusive UFC content will be available on Meta’s Threads, and it will be integrated into live UFC broadcasts, Norris-Jones stated. Both parties are already collaborating on a series of follow-up announcements expected in the next three to nine months, which will include additional information about a revamped UFC fighter ranking system utilizing Meta technology, he said.
Zuckerberg’s Passion for MMA
While White and Zuckerberg, the founder and CEO of Meta, were not directly involved in negotiating the deal’s specifics, having the executives’ well-established relationship is beneficial, according to Norris-Jones. White joined Meta’s board in January.
“I love this sport and I’m eager to work with UFC to enhance the fan experience,” Zuckerberg remarked in his statement to CNBC.
As a fan of the sport, Zuckerberg has attended several UFC events and actively engages in mixed martial arts himself.
U.S. President Donald Trump and Meta CEO Mark Zuckerberg.
Cheney Orr | Manuel Orbegozo | Reuters
Zuckerberg mentioned on Joe Rogan’s podcast in January that he believes corporate culture could benefit from a boost of “masculine energy.” In July, he remarked that President Donald Trump’s reaction after being shot in the ear was “badass.” Trump and White share a friendly relationship, with White endorsing Trump and addressing the 2024 Republican National Convention.
“Fostering a culture that acknowledges aggression has its advantages,” Zuckerberg shared during the Rogan podcast.
Meta acknowledged Zuckerberg’s interest in combat sports in its annual financial report as a potential risk factor.
“Our operations rely on the availability and performance of our key personnel, including Mark Zuckerberg,” the company stated in a corporate filing. “Mr. Zuckerberg and other management team members engage in several high-risk activities, such as combat sports, extreme sports, and recreational aviation, which pose risks of significant injury or fatality. Should Mr. Zuckerberg become unavailable for any reason, it could adversely affect our operations materiality.”