Dana White and Mark Zuckerberg are teaming up as the UFC and Meta have entered into a multi-year partnership deal. According to a report by CNBC, the UFC and the social media giant Meta have agreed to a multimillion-dollar agreement, making Meta the official fan technology partner of the TKO-owned UFC brand.
While full specifics have not been released, this partnership will integrate UFC with Meta’s Artificial Intelligence, Meta Quest, Facebook, Instagram, WhatsApp, and Threads. In return, Meta will have official branding in the octagon at UFC events, including pay-per-view and “Fight Night” events.
“Mark and his team at Meta are going to do things that will blow away UFC fans,” UFC President and CEO Dana White said in a statement to CNBC.
Zuckerberg’s love for the UFC is no secret, as the Meta CEO has been a visible presence at UFC events for many years. Additionally, he is an active participant in MMA. Earlier this year, the Meta founder welcomed Dana White to the company’s board. He also told CNBC about his passion for incorporating more of the sport into Meta’s portfolio.
“I love this sport, and I’m looking forward to working with UFC to let fans experience it in new ways,” Zuckerberg said in a statement to CNBC.
Although the agreement is separate from the UFC’s media rights deal, it comes at a pivotal time. The UFC’s exclusive negotiating window with ESPN ends on April 15. Previously, CNBC reported that ESPN does not plan to renew its current agreement, which will soon allow the UFC to explore offers from other networks and companies.
TKO’s head of global partnerships, Grant Norris-Jones, told CNBC that while the UFC had been in discussions with multiple potential partners, Meta was the best fit for the organization.
“Meta will be our official marketing partner, our official AI glasses partner, our official wearable partner, and an official social media partner,” said Norris-Jones. “They’re making a significant investment into our ecosystem.”
Furthermore, he noted that Meta’s Threads will feature exclusive UFC content and will be referenced in live UFC broadcasts. In the coming months, both companies will be making several announcements regarding additional details of the partnership.
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