Meta Platforms has signed a multi-year deal to become the first “official fan technology partner” of Ultimate Fighting Championship (UFC), whose CEO was elected to the Facebook parent’s board in January.
Under the deal, Meta will provide UFC fans a deeper immersive experience through its services, with its text-based platform, Threads, becoming the league’s official social media partner, UFC said in a statement on Wednesday.
Meta will have its branding featured in UFC’s Octagon ring for pay-per-view and “Fight Night” events, along with numerous broadcast features and creative in-arena fan experiences.
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Financial terms of the deal were not disclosed.
Meta CEO Mark Zuckerberg has developed a relationship with UFC chief executive Dana White in recent years as a mixed martial arts enthusiast and recreational fighter.
White, along with two others, was elected to Meta’s board in January.
The UFC CEO is also a friend of President Trump and had spoken in support of his candidacy at the Republican National Convention in July.
