UFC signs new deal with Meta

The UFC has recently signed a new partnership agreement with Meta, who will become UFC’s first-ever Official Fan Technology Partner. The deal is also a naming rights agreement which will see Meta gain naming rights to the APEX, the live event and broadcast production facility in Las Vegas that serves as home to select UFC Fight Nights and Zuffa Boxing events, which will be renamed to Meta APEX. Meta’s technology including their AI, VR, and AI glasses advancements in real-world applications will be present at the Meta APEX. 

Meta will have prominent branding across the Meta APEX and there will be other renovations made to the arena as well to increase seating, enhancing fan experiences amongst others. 

Dana White, CEO and President, UFC, commented,

“Meta is always at the forefront of technology and immersive experiences, and their enhancements will change the way fans view live fights. This rebranding comes at the perfect time as the facility is completing a major renovation, expanding capacity, concessions, hospitality, and UFC retail. For the first time ever, fans can come to Meta Apex and experience UFC fights with interactive VR, AI, and wearable technology. I can’t wait for fans to see it.”

Alex Schultz, CMO & VP of Analytics at Meta, added,

“Extending our partnership with UFC with the Meta APEX is about more than just a venue; it’s about redefining how fans and athletes connect and experience the sport. We’re thrilled about the future and the opportunity to bring our technology even deeper into UFC, giving fans the chance to immerse themselves in the action in new ways.”