Meta and UFC Expand Partnership to Integrate Across All Platforms, Including Quest & Smart Glasses

Meta has forged a significant multiyear partnership with the Ultimate Fighting Championship (UFC), stepping in as the ‘Official Fan Technology Partner’. This new collaboration hints at an even deeper integration of UFC’s electrifying mixed martial arts events across Meta’s offerings, including Quest and other platforms.

According to the UFC, this alliance will harness Meta’s cutting-edge technologies to deliver an unparalleled level of interaction for millions of UFC enthusiasts globally. This includes deploying tools like Meta AI, Meta Glasses, Meta Quest, along with Meta’s social media giants—Facebook, Instagram, WhatsApp, and Threads.

In an exciting addition, Meta will also serve as the ‘Official AI Glasses Partner’, collaborating closely with the UFC to introduce innovative uses for their revolutionary AI glasses during UFC events.

Reflecting on this powerful partnership, UFC President and CEO Dana White remarked, “Over the years, I’ve worked with incredible partners who’ve helped elevate this sport, but Mark and his team at Meta have plans that will astonish UFC fans. Meta boasts some of the brightest tech minds, ready to elevate fan engagement to unprecedented heights. We’ve already initiated some groundbreaking projects, including a new fighter ranking system that I’ll reveal soon. The coming years promise a transformative experience for our sport’s followers.”

The partnership seems a natural fit, especially since Meta founder and CEO Mark Zuckerberg has shown a genuine passion for MMA, even participating in Jiu Jitsu competitions.

“I’m a huge fan of the sport and eager to collaborate with the UFC to offer fans fresh, immersive experiences,” Zuckerberg shared.

Additionally, Dana White expanded his influence by joining Meta’s board of directors in January, alongside John Elkann, the CEO of the investment firm Exor, and tech investor Charlie Songhurst.

In terms of what fans can expect on Quest, specifics remain under wraps. Although not explicitly focusing on XR, Meta plans to infuse UFC elements into its offerings through extensive activations during Pay-Per-Views and Fight Nights. These include brand placements in the iconic Octagon, enriched broadcast features, and unique fan experiences within arenas.

The agreement also aims to elevate Meta’s social platform, Threads, with an array of exclusive, original UFC content.

Back in 2022, UFC initially partnered with Meta to stream 180-degree Fight Pass livestreams on Horizon Worlds, Quest’s social VR platform, and the Xtadium app. With this renewed collaboration, there’s potential for the expansion of these offerings on Quest, possibly attracting even greater exposure for UFC matches on the platform.

Both companies promise to unveil more details about this partnership in the near future.