The Ultimate Fighting Championship (UFC) has signed a multi-year sponsorship agreement with technology giant Meta, marking a significant expansion of their partnership.
The deal, described as a multimillion-dollar agreement, will integrate Meta’s products and platforms across the UFC ecosystem, enhancing fan engagement through technology.
As part of the agreement, Meta becomes the “Official Fan Technology Partner” of UFC. The collaboration will include branding placements inside the UFC Octagon during pay-per-view and “Fight Night” events, as well as integration across Meta’s suite of products, including Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads.
The partnership will bring exclusive UFC content to Meta’s Threads platform, which will be referenced in live broadcasts. Additionally, the companies are working on a new fighter rankings system that will incorporate Meta’s technology, with more details expected in the coming months.
Grant Norris-Jones, TKO Group’s head of global partnerships, emphasized Meta’s broad role in the agreement.
“Meta will be our official marketing partner, our official AI glasses partner, our official wearable partner, and an official social media partner,” he stated.
Meta CEO Mark Zuckerberg has been an active supporter of mixed martial arts and has attended multiple UFC events. He has also trained in MMA and jiu-jitsu. While Zuckerberg and UFC CEO Dana White did not personally negotiate the deal, their relationship is seen as a factor in strengthening ties between the two organizations. White joined Meta’s board of directors in January 2025.
“I love this sport and I’m looking forward to working with the UFC to let fans experience it in new ways,” Zuckerberg said in a statement.
UFC President Dana White expressed enthusiasm about the collaboration, saying:
“Meta has the greatest minds in tech, and they are going to take fan engagement to the next level.”
He also hinted at upcoming innovations tied to Meta’s involvement.
