Ultimate Fighting Championship (UFC) teams up with Meta

The Ultimate Fighting Championship (UFC) has signed a partnership agreement with Meta, which thus becomes the mixed martial arts promotion’s first-ever Official Fan Technology Partner.

The deal is also a naming rights agreement, which will see Meta gain naming rights to 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 its AI, VR, and AI glasses advancements in real-world applications, will be present at Meta APEX. Meta will also enjoy prominent branding across Meta APEX, with other renovations set to be carried out at the venue to increase seating and enhance fan experiences. 

Dana White, UFC CEO and President, 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.”