UFC Partnership with Meta to Include Update to Fighter Rankings System

This new deal with @meta is going to be incredible for UFC fans pic.twitter.com/hCAYed6q4m

— danawhite (@danawhite) April 2, 2025

The Ultimate Fighting Championship on Wednesday announced a multi-year partnership with information technology giant Meta.

According to a release, the agreement will help “leverage its leading technologies to deliver unprecedented engagement with hundreds of millions of UFC fans around the world.” Some of Metas most well-known properties include Facebook, Instagram, WhatsApp and Threads.

While Meta will collaborate with the UFC to use its technology platforms to increase fan engagement, perhaps the most interesting note is that the partnership is expected to bring about an update to the promotion’s rankings process.

“I’ve had a lot of great partners over the years that have helped us grow this sport, but Mark (Zuckerberg) and his team at Meta are going to do things that will blow away UFC fans,” UFC CEO Dana White said in a release.  “Meta has the greatest minds in tech and they are going to take fan engagement to the next level.  We’ve already started to work on some innovations with Meta around a new fighter rankings system that I’ll be sharing soon.  The next few years will be an absolute game changer for fans of this sport.”

Earlier this year, White was elected to Meta’s board of directors. In recent months, the UFC boss has frequently expressed his displeasure with the promotion’s rankings, particularly when it comes to pound-for-pound matters. White has also mentioned the possibility of using AI for UFC rankings after voicing his unhappiness with the decision making of the promotion’s current, media-based panel.

Some other plans for the UFC-Meta partnership, per the release:

As UFC’s first Official Fan Technology Partner, Meta will collaborate with UFC to use Meta’s technology platforms, services, and products, including Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp and Threads, to immerse fans deeper into UFC content than ever before.  In addition, Meta will become the Official AI Glasses Partner of UFC and will work with UFC to creatively use their groundbreaking AI glasses in compelling ways at UFC events.

….Meta will be integrated into UFC assets with extensive activations in all Pay-Per-Views and Fight Nights, including brand placement in the world-famous Octagon numerous broadcast features, and creative in-arena fan experiences.

 

In addition, Threads, Meta's text-based platform for public conversations, will become an Official Social Media Partner of UFC. Through this partnership, Threads will serve as the primary destination for the UFC community, featuring exclusive original content that drives conversation around the biggest moments of each UFC event, and providing a dedicated space for fans to share perspectives and engage with one another.

“I love this sport and I’m looking forward to working with the UFC to let fans experience it in new ways,” said Mark Zuckerberg, Founder and CEO at Meta.