The Ultimate Fighting Championship (UFC) has handed the naming rights partner for the Apex live event and broadcast production facility in Las Vegas to tech giant Meta. 

Key details:

• Multi-purpose facility will now be known as Meta Apex
• Meta Apex will act as a showcase for Meta’s technology, including its AI, VR, and AI glasses advancements in real-world applications
• Facility also serves as home to select UFC Fight Nights and Zuffa Boxing events, Dana White’s Contender Series, and UFC BJJ
• Meta branding to be integrated throughout the facility
• UFC and tech giant will also collaborate on interactive experiences inside the venue

Context:

The UFC partnered with Meta last year, which became its first ever fan technology partner in a multi-million dollar deal. The agreement enables the mixed martial arts (MMA) promotion to utilise Meta’s full array of technologies and services, including Meta AI, Meta Glasses, Meta Quest, and its technology platforms in Facebook, WhatsApp, Instagram and Threads, to enhance its fan engagement strategy.

Previous initiatives between the pair saw Meta produce UFC events in virtual reality, with experiences available via the Xtadium and Horizon Worlds platforms on Meta Quest headsets.

The expanded partnership also furthers ties between the chief executives of UFC and Meta in Dana White and Mark Zuckerberg. White joined Meta’s board of directors last year, while Zuckerberg is a known fan of MMA.

Comment:

“Meta is always at the forefront of technology and immersive experiences, and their enhancements will change the way fans view live fights,” said Dana White, UFC chief executive and president.

“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.”

“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,” added Alex Schultz, chief marketing officer and vice president of analytics at Meta. “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.” 

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