Meta Signs Multi-Year Deal as UFC's Official Fan Tech Partner

Meta Platforms has signed a multi-year, multimillion-dollar agreement with the Ultimate Fighting Championship (UFC) to become its first-ever official fan technology partner. The partnership will integrate Meta’s AI, social platforms, and wearable technologies to deliver a more immersive fan experience across UFC events.

The deal spans several Meta services, including:

• Meta AI

• Meta Glasses (Ray-Ban)

• Meta Quest (VR)

• Facebook, Instagram, WhatsApp, and Threads

Threads Named UFC’s Official Social Media Partner

Under the agreement, Threads will serve as UFC’s official social media partner and the central hub for fan engagement. According to the UFC, Threads will host exclusive original content, real-time event coverage, and offer a dedicated space for community interaction around major fight moments.

“Through this partnership, Threads will serve as the primary destination for the UFC community... providing a dedicated space for fans to share perspectives and engage with one another,” the UFC said in a statement.

Expanding UFC’s Reach with Meta’s Wearables and AI

Meta will also become UFC’s official AI glasses partner, leveraging the growing popularity of its Ray-Ban smart glasses. The collaboration aims to bring UFC content to fans in more accessible, hands-free formats, including augmented reality experiences and interactive AI features.

In addition, Meta will be featured prominently in UFC broadcasts and arenas, with branding inside the Octagon during pay-per-view and Fight Night events, plus various fan-focused activations and in-arena creative elements.

A Personal Passion Project

Meta CEO Mark Zuckerberg, a longtime MMA fan and recreational fighter, has developed a close relationship with UFC President Dana White, who officially joined Meta’s board in January.

“Mark and his team at Meta are going to do things that will blow away UFC fans,” said White.

“I love this sport, and I’m looking forward to working with the UFC to let fans experience it in new ways,” Zuckerberg added.

While financial details were not disclosed, the agreement marks one of Meta’s most high-profile sports and entertainment partnerships to date.

What This Means: Merging Tech and Combat Sports

This deal represents a powerful convergence of technology, entertainment, and sports fandom. By partnering with UFC, Meta gains a global stage to showcase its AI tools, wearables, and social platforms—all in an environment that thrives on real-time engagement.

• For UFC fans, the partnership promises more immersive content and community interaction through Threads, Meta Glasses, and Meta AI.
  

• For Meta, it’s a strategic move to drive adoption of its ecosystem through a passionate, global audience.
  

• For the sports industry, it signals the growing role of AI and AR in how fans connect with live events—transforming passive viewing into interactive participation.

With Zuckerberg’s personal interest in MMA and White’s role on Meta’s board, this partnership is both a business strategy and a shared vision of how next-gen tech can transform the future of fandom.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.