UFC CEO Dana White and Meta CEO Mark Zuckerberg were present at the UFC 300 event held at T-Mobile Arena in Las Vegas, Nevada, on April 13, 2024.
Jeff Bottari | UFC | Getty Images
The TKO Group’s UFC has entered into a multi-million dollar, multi-year partnership with Meta. This collaboration aims to connect the mixed martial arts league with Zuckerberg’s technological vision, as reported by UFC to CNBC.
The partnership will utilize various facets of the Meta brand, including Meta AI, Meta Glasses, Meta Quest, and social platforms like Facebook, Instagram, WhatsApp, and Threads. The specific financial terms of the deal remain undisclosed.
Meta will serve as the “official fan technology partner” for UFC, with its branding prominently displayed in the UFC’s Octagon during pay-per-view and “Fight Night” events.
“Mark and his Meta team are set to create experiences that will amaze UFC fans,” UFC President and CEO Dana White stated in a press release to CNBC.
This partnership with Meta is distinct from the ongoing media rights negotiations for UFC, which are expected to begin in late April. The exclusive negotiation period with ESPN, the current partner, concludes on April 15, and, as previously reported by CNBC, ESPN does not intend to extend its agreement before that deadline.
Grant Norris-Jones, TKO’s head of global partnerships, revealed that discussions for a sponsorship began in the latter half of 2024. UFC explored various potential partnerships and ultimately determined that Meta could fulfill many of their aspirations.
“Meta will be our official marketing partner, our AI glasses partner, our wearable technology partner, and our social media partner,” Norris-Jones stated. “They are making a noteworthy investment in our ecosystem.”
Exclusive UFC content will be featured on Meta’s Threads, and will also be mentioned during live UFC broadcasts, according to Norris-Jones. Both organizations are planning several follow-up announcements to be made in the coming three to nine months, which will include more information on a new UFC fighter rankings system utilizing Meta’s technology.
Zuckerberg’s Passion for MMA
Although Dana White and Mark Zuckerberg did not personally negotiate this agreement, Norris-Jones noted that their close friendship provides advantageous “air cover” for the arrangement. Since January, White has been a member of the Meta board.
“I am passionate about this sport and eager to work with UFC to enhance how fans experience it,” Zuckerberg expressed in a statement to CNBC.
As an active participant in mixed martial arts, Zuckerberg has attended numerous UFC events.
U.S. President Donald Trump and Meta CEO Mark Zuckerberg.
Cheney Orr | Manuel Orbegozo | Reuters
Zuckerberg indicated on Joe Rogan’s podcast in January that a corporate culture infused with more “masculine energy” would be beneficial. He also remarked in July that former President Donald Trump’s reaction after sustaining a gunshot wound was “badass.” Trump and White share a friendly relationship, with White endorsing Trump and speaking at the 2024 Republican National Convention.
“Promoting a culture that embraces aggression has its own benefits,” Zuckerberg said during the Rogan interview.
Meta has highlighted Zuckerberg’s fondness for combat sports as a possible risk factor in its annual report.
“Our operations depend significantly on the continued performance of key team members, including Mark Zuckerberg,” the company noted in a corporate filing. “Mr. Zuckerberg and other executives take part in various high-risk activities, such as combat sports, which pose a risk of serious injury or death. If he were to become unavailable for any reason, it could adversely affect our operations.”
UFC has entered into a significant, multimillion-dollar, multi-year partnership with Meta, the technology company founded by Mark Zuckerberg. This alliance will integrate various aspects of UFC’s operations with Meta’s extensive product portfolio, including Meta AI, Meta Glasses, Meta Quest, as well as social media platforms like Facebook, Instagram, WhatsApp, and Threads. While the exact financial details of the partnership remain undisclosed, it positions Meta as the “official fan technology partner” of UFC. The collaboration will see Meta’s branding displayed in the UFC’s Octagon during pay-per-view events and “Fight Night” shows.
UFC President and CEO Dana White expressed optimism about the collaboration, indicating that Meta’s initiatives could greatly enhance the experience for UFC fans. The deal’s inception traces back to discussions that began in the latter half of 2024. As per Grant Norris-Jones, TKO’s head of global partnerships, UFC recognized that Meta could meet many of its needs when exploring potential sponsorships across various business units. Under the agreement, Meta will serve as UFC’s official marketing, AI glasses, wearable technology, and social media partner, reflecting a substantial investment in UFC’s ecosystem.
Meta’s Threads platform will host exclusive UFC content, which will also be incorporated into live UFC broadcasts. Both companies have plans for future announcements that will happen within the next three to nine months, including a revamped UFC fighter rankings system leveraging Meta’s technology. Although White and Zuckerberg did not negotiate the deal personally, their close relationship lends a favorable dynamic to the agreement, as indicated by Norris-Jones. Since joining the Meta board in January, White has established a connection that likely facilitated the partnership.
Zuckerberg has publicly voiced his affection for mixed martial arts, attending numerous UFC events and actively participating in the sport himself. In his appearances, including a notable podcast with Joe Rogan, he shared insights on corporate culture and the appeal of “masculine energy,” linking it back to his enthusiasm for combat sports. His comments extended to high-profile figures like former President Donald Trump, with whom he has had positive interactions through White, who endorsed him at the 2024 Republican National Convention.
Interestingly, Meta’s annual report highlighted the potential risks associated with Zuckerberg’s involvement in high-adventure activities like combat sports, stating that his participation presents risks of serious injury or even death. The company acknowledged that Zuckerberg’s availability is critical to its operations, suggesting that any unexpected absence of the CEO could negatively impact the company.
This partnership marks a significant convergence of sports and technology, with Meta aiming to enhance UFC’s engagement strategy through its various platforms and technological innovations. As UFC prepares to begin negotiations on its media rights after its current deal with ESPN expires, having Meta onboard as a technological partner could prove advantageous in navigating this new landscape. The partnership is set to unfold further with additional announcements expected over the coming months, establishing a new phase in UFC’s strategy to engage fans and elevate their experience in the sport. Given Meta’s substantial influence in the tech space and UFC’s growing prominence in sports entertainment, this collaboration could reshape how fans interact with mixed martial arts.
