Meta and the UFC have announced a multi-million dollar, multi-year partnership that will bring exclusive UFC content to Meta’s platforms and integrate the mixed martial arts league into Meta’s advanced virtual reality ecosystem.
The deal, which will span Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads, is a significant step in the growing relationship between UFC and Mark Zuckerberg’s tech giant.
Strengthening Ties Between Meta and UFC
This new partnership comes as no surprise given Meta’s increasing involvement in combat sports. UFC President Dana White was appointed to Meta’s board of directors earlier this year , a move widely seen as a reflection of Zuckerberg’s personal interest in MMA. White’s appointment also had political implications, as he is a long-time supporter of former U.S. President Donald Trump.
His position on Meta’s board has been viewed by some as an effort to better align the company with a potential second Trump administration.
The UFC’s deeper integration into Meta’s platforms appears to be a logical next step with these developments in mind. As CNBC reported, “TKO Group’s UFC has struck a multimillion-dollar, multiple-year partnership deal with Meta that will bring the mixed martial arts league closer to Mark Zuckerberg’s technology company.”
Exclusive UFC Content and VR Experiences
The deal’s standout feature is the expansion of UFC content across Meta’s social media and AI-driven platforms, giving fans more opportunities to engage with UFC posts, highlights, and discussions on Facebook, Instagram, WhatsApp, and Threads.
Furthermore, Meta’s wearable technology, including Meta Glasses, will offer fans new ways to connect with UFC content but the true highlight of the partnership is its integration with virtual reality.
A Challenge to X’s Dominance in Sports Discussion?
An intriguing aspect of the deal centres on Threads, Meta’s social media platform positioned as an alternative to X (formerly Twitter). The partnership outlines that “Meta’s Threads will feature exclusive UFC content and will be referenced in live UFC broadcasts.”
This move directly targets X, which has long been the go-to platform for live sports discussions. UFC’s X account enjoys 13 million followers, with each fight night driving substantial interaction. If Meta succeeds in redirecting these conversations to Threads, it could challenge X’s sports dominance.
However, as CNBC pointed out, “Threads hasn’t been able to shift sports communities from X, and their established routines around live sport engagement.”
Recent adjustments—such as a shift toward more political content—may signal a change in how the platform handles live engagement despite Meta’s past struggles with real-time event coverage on Threads.
Conclusion
UFC has hinted that further announcements will be made in the coming months, keeping the full details of the partnership a mystery for now. However, what’s already clear is that Meta is positioning itself as a significant force in the sports media world, using its technology to change the way fans engage with combat sports.
The growing competition between Threads and X for sports engagement adds another layer of intrigue, especially if Meta’s platform catches on with both fighters and fans.