UFC is now officially in business with the tech giant Platforms Inc.

The TKO-owned mixed martial arts promotion says that the Mark Zuckerberg-controlled tech company has signed on to become its first “official fan technology partner,” a multiyear deal that will leverage Meta’s platforms and products “to immerse fans deeper into UFC content than ever before.”

The deal will include brand placement inside the UFC’s famous Octagon, broadcast features, and integrations into all UFC events.

Meta, of course, owns Facebook, Instagram, WhatsApp, as well as Meta AI, Meta Glasses and Meta Quest mixed reality devices. As part of the deal Meta will be the “Official AI Glasses Partner of UFC” and will integrate their glasses in new ways at UFC events.

Zuckerberg is a big MMA fan, and an active participant, having been trained by some UFC veterans and competed in some local events.

“I love this sport and I’m looking forward to working with the UFC to let fans experience it in new ways,” said Zuckerberg in a statement.

White, meanwhile, has become a friend to Zuckerberg, and earlier this year was named to Meta’s board of directors, the first time White has joined an outside board.

“I’ve had a lot of great partners over the years that have helped us grow this sport, but Mark and his team at Meta are going to do things that will blow away UFC fans,” said White. “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.”

The Meta partnership comes at a significant moment for UFC, which is in its exclusive negotiating window for TV and streaming rights with ESPN. Many in the industry suspect ESPN will let the rights window lapse, allowing UFC to begin discussions with other potential partners. The Meta deal underscores that White and the MMA giant aren’t resting on their laurels.