Meta has struck a new partnership with the UFC, making it the organization’s official fan technology partner. As part of the deal, the UFC will share more exclusive content across Meta’s platforms.
Meta and UFC Deepen Ties with New Multi-Year Partnership
Meta has signed a multi-million dollar, multi-year deal with TKO Group’s UFC, strengthening the relationship between the tech giant and the Dana White-led mixed martial arts organization. As first reported by CNBC, the partnership designates Meta as UFC’s “official fan technology partner” and will involve deeper integration across Meta’s suite of products, including Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and Threads.
The move isn’t surprising. Earlier this year, UFC President Dana White was appointed to Meta’s board of directors—marking a high-profile intersection of tech and combat sports, and underscoring Meta CEO Mark Zuckerberg’s ongoing interest in the MMA world. White’s long-standing support for former President Donald Trump also sparked commentary around Meta’s broader political positioning as the U.S. moves toward the 2024 election cycle.
For Meta, the UFC deal is a strategic play to drive engagement across its platforms by tapping into the league’s massive, global fanbase. VR looks to be a major part of that plan, with Meta likely aiming to deliver immersive UFC experiences through devices like the Meta Quest headset—bringing fans closer to the action in entirely new ways.
One particularly notable element:
Meta’s Threads platform will host exclusive UFC content and will even be referenced during live UFC broadcasts—a rare form of real-time cross-promotion that could help bolster the platform’s visibility and relevance in the social media landscape.
Could Threads Challenge X as the Go-To Platform for UFC Fans?
Sports remains the dominant conversation driver on Elon Musk’s X, with UFC content playing a central role—especially during live events. The official UFC account on X boasts 13 million followers, and the platform has long been the hub for real-time fight updates and fan engagement.
But with Threads set to receive more visibility in UFC broadcasts, the landscape could start to shift. If Meta manages to position Threads as the new home for UFC discussion—especially during live fights—it could deal a serious blow to X’s dominance in the space.
So far, Threads hasn’t pulled sports communities away from X, partly due to its algorithmic limitations and lack of real-time update fluidity. But Meta’s recent move to loosen restrictions on political content suggests a more open approach to news and live conversation. If top UFC fighters and influencers begin actively posting on Threads, the shift could gain momentum.
For now, the partnership’s full impact remains to be seen. The UFC says more announcements are coming in the months ahead, and how Meta leverages this deal may shape the future of sports discourse online.
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