Meta and UFC Strengthen Partnership with New Deal Covering Quest and Smart Glasses Platforms

Meta has entered into an exciting multiyear partnership with the Ultimate Fighting Championship (UFC) as its ‘Official Fan Technology Partner.’ This collaboration sets the stage for enhanced integration of UFC’s mixed martial arts events across Quest and other Meta platforms.

The UFC aims to harness Meta’s cutting-edge technology to create unparalleled interactions with its massive global fanbase. This will involve a blend of Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads.

Moreover, Meta is also stepping in as the UFC’s ‘Official AI Glasses Partner.’ This role will see them working alongside the UFC to explore creative uses for their innovative AI glasses during UFC events.

UFC President and CEO Dana White shared his enthusiasm about the partnership, stating, “Over the years, I’ve collaborated with many incredible partners who have helped elevate this sport, but Mark and his team at Meta will deliver experiences that will astound UFC fans. Meta houses the brightest minds in tech, and they’re bound to revolutionize fan engagement. We are already collaborating on some ingenious ideas, including a fresh fighter ranking system that I’ll be revealing soon. It’s going to be a transformational time for fans of this sport.”

The partnership isn’t surprising, considering Meta’s founder and CEO, Mark Zuckerberg, has developed a keen interest in the sport, actively participating in various Jiu Jitsu events. Zuckerberg expressed his excitement, stating, “I’m passionate about this sport and look forward to collaborating with the UFC to offer fans new and exciting experiences.”

Earlier this year, White also joined Meta’s board of directors alongside John Elkann of Exor and tech investor Charlie Songhurst.

As for the integration with Quest, specifics are still under wraps. However, Meta plans to incorporate UFC assets through extensive activations in Pay-Per-Views and Fight Nights. This includes brand placements inside the iconic Octagon, numerous broadcast features, and innovative fan engagements within arenas.

Additionally, this partnership will extend to Threads, where exclusive, original UFC content is set to be featured.

The inception of this collaboration dates back to 2022 when Meta and the UFC first joined forces to broadcast 180-degree Fight Pass streams on Horizon Worlds, Quest’s social VR platform, and the Xtadium app. With the new agreement, it’s highly likely that both companies will seek to expand and enhance the licensing scope across Quest, potentially offering UFC events a much broader audience on the platform.

Stay tuned for more exciting updates about this partnership as both companies have promised to reveal further details soon.