UFC and Meta have announced a multi-year naming rights partnership for the organisation’s flagship venue in Las Vegas, with the facility officially rebranded as Meta APEX.

The agreement represents the first naming rights deal in the history of the APEX since its opening in 2019 and marks a significant expansion of the long-standing strategic relationship between UFC and Meta.

Under the agreement, Meta will receive comprehensive brand integration across the APEX ecosystem. This includes exterior and interior venue signage, broadcast visibility during UFC Fight Night events, and integration across UFC’s digital and social platforms. The partnership also extends into content creation, media days, weigh-ins, and athlete-facing environments within the facility.

UFC CEO and President Dana White said, “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.”

Located in Las Vegas, the Meta APEX functions as a central hub for the organisation’s live event production and broadcast operations. The venue has hosted hundreds of bouts and plays a critical role in UFC’s year-round global event calendar. Beyond live events, the facility includes training spaces, production studios, and media infrastructure designed to support high-frequency content delivery.

The partnership places Meta’s technology ecosystem at the core of UFC’s content and fan engagement strategy, with a focus on digital storytelling, short-form video, creator-driven content, and immersive experiences aligned with UFC programming.

From a commercial perspective, the deal highlights the increasing value of controlled production venues in modern sport, where global broadcast reach and digital scale rival traditional live gate revenues. For Meta, the partnership strengthens its presence in live sports and premium entertainment, providing consistent access to a highly engaged global audience.

The Meta APEX will continue to host UFC Fight Night events and remain a cornerstone of the organisation’s operational and content strategy moving forward.