UFC, a subsidiary of TKO Group, has announced a significant partnership with Meta, marking a multi-year, multimillion-dollar collaboration that aims to deepen the connection between the mixed martial arts organization and the tech giant led by Mark Zuckerberg, as reported by Finance Newso.
This new alliance will see UFC integrating with various aspects of Meta’s platforms, including Meta AI, Meta Glasses, Meta Quest, as well as popular social media apps like Facebook, Instagram, WhatsApp, and Threads. Details regarding the financial specifics of the arrangement have not been disclosed.
Under the terms of the agreement, Meta becomes the “official fan technology partner” of UFC, with its branding to be showcased in the Octagon during major 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 Dana White, President and CEO of UFC, in a statement to Finance Newso.
It’s important to note that this collaboration is independent of UFC’s media rights negotiations, which are set to commence later in April. UFC’s exclusive negotiation period with its current broadcaster, ESPN, concludes on April 15, and reports indicate that ESPN does not intend to renew its contract prior to this deadline, according to Finance Newso.
The partnership discussions began in the latter half of 2024, as Grant Norris-Jones, TKO’s head of global partnerships, explained. UFC explored various sponsorship possibilities and concluded that Meta could fulfill many of the league’s needs.
“Meta will be our official marketing partner, our official AI glasses partner, our official wearable partner, an official social media partner,” Norris-Jones stated. “They are making a significant investment into our ecosystem.”
Exclusive UFC content will be available on Meta’s Threads, which will also be featured during live UFC broadcasts. The two companies are already collaborating on a series of announcements scheduled over the next three to nine months, with further details regarding a new fighter rankings system leveraging Meta technology anticipated.
Zuckerberg’s MMA Enthusiasm
While Dana White and Mark Zuckerberg did not negotiate the specifics of the deal directly, the close relationship between the two executives has provided an advantageous backdrop, according to Norris-Jones. White joined the Meta board earlier this year in January.
“I love this sport and I’m looking forward to working with UFC to let fans experience it in new ways,” Zuckerberg remarked in a statement to Finance Newso.
Zuckerberg has shown a commitment to mixed martial arts, attending multiple UFC events and personally training in MMA.
In January, Zuckerberg expressed on Joe Rogan’s podcast that he believes corporate culture could benefit from increased “masculine energy.” He also commented in July on President Donald Trump’s reaction to an incident, referring to it as “badass.” Trump’s relationship with White is well known, as White has endorsed him and has participated in the 2024 Republican National Convention.
“Having a culture that celebrates the aggression a bit more has its own merits,” Zuckerberg stated during the Rogan interview.
Meta acknowledged Zuckerberg’s passion for combat sports as a potential risk factor in its annual report, indicating that the company relies heavily on the continued performance of its key personnel, including Zuckerberg. The report warned that his engagement in certain high-risk activities, including combat sports, could pose risks of serious injury or death, which might adversely affect operations should he become unavailable.
