Meta and UFC Strike Multi-Year Deal to Enhance Fan Experience with AI and Exclusive Content
Meta has entered into a major partnership with the Ultimate Fighting Championship (UFC), securing its role as the organization’s “official fan technology partner” and introducing exclusive content across its platforms.
This multi-year, multimillion-dollar agreement will allow UFC-related content—including exclusive material—to be distributed through Meta’s ecosystem, including Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads.
As part of the collaboration, Threads will serve as a central hub for UFC discussions, offering original content that highlights key moments from each event. The platform will also provide a space for fans to engage, share perspectives, and participate in discussions surrounding the sport, according to the UFC.
Additionally, Meta is set to become the UFC’s official AI glasses partner, further leveraging its Ray-Ban smart glasses, CNBC reports.
A well-known UFC enthusiast, Meta CEO Mark Zuckerberg previously made headlines when he challenged Elon Musk to a cage match—though the fight never came to fruition. Speaking about the new partnership, Zuckerberg expressed excitement about enhancing fan experiences through technology: “I love this sport, and I’m looking forward to working with the UFC to bring fans closer to the action in new ways.”
While it remains unclear whether Meta will stream live UFC fights, the company aims to use its technology to create immersive content that deepens fan engagement. UFC branding will also feature prominently within the Octagon at key events such as pay-per-view matches and “Fight Night” cards.
Meanwhile, speculation continues about the future of UFC’s media rights, with Netflix emerging as a strong candidate to take over from ESPN once the current contract expires. Amazon, which already streams MMA fights through its ONE Championship deal, also remains a key player in the sports streaming market.
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