Meta has embarked on a groundbreaking multiyear partnership with the Ultimate Fighting Championship (UFC) as their ‘Official Fan Technology Partner.’ What this signifies is a deeper integration of UFC’s thrilling mixed martial arts events across Meta’s various platforms, including Quest.
The UFC is eager to harness Meta’s cutting-edge technologies to revolutionize how their hundreds of millions of fans experience the sport worldwide. This collaboration will leverage the power of Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads to redefine fan engagement.
In an exciting development, Meta is also set to become UFC’s ‘Official AI Glasses Partner.’ The collaboration aims to find innovative ways to incorporate these pioneering glasses into UFC events, promising fans a one-of-a-kind experience.
Reflecting on the partnership, UFC President and CEO Dana White expressed his excitement, “Throughout the years, we’ve had many great partners who have helped elevate this sport, but teaming up with Mark and the Meta team is truly something else. Meta’s tech wizards are poised to transform the way our fans interact with the UFC. We’ve begun working on a novel fighter rankings system with Meta, which will be revealed soon. For UFC followers, the coming years will undoubtedly be groundbreaking.”
This alliance feels natural, especially since Meta’s founder and CEO, Mark Zuckerberg, is himself an ardent admirer of the sport and actively participates in Jiu Jitsu tournaments. Zuckerberg shared his enthusiasm, stating, “I’m a huge fan of the sport and am thrilled at the prospect of collaborating with the UFC to offer fans new and exciting ways to experience it.”
Earlier this year, White joined Meta’s board of directors, alongside industry stalwarts like John Elkann, CEO of investment firm Exor, and tech investor Charlie Songhurst.
As for what this means for Quest, specifics are still under wraps. Although not directly related to XR, Meta has plans to weave UFC assets into various features including Pay-Per-View and Fight Night activations, brand visibility within the iconic Octagon, and unique fan experiences at the venue.
Furthermore, the arrangement includes incorporating exclusive UFC content on Meta’s social platform Threads. Previously, in 2022, UFC joined hands with Meta to offer immersive 180-degree Fight Pass livestreams via Horizon Worlds and the Quest’s social VR platform, as well as the Xtadium app. This new collaboration hints at an evolution of this integration, potentially amplifying the presence of UFC matches on Quest.
The companies have hinted that further details about this intriguing partnership are on the horizon. Stay tuned for updates.
