In a strategic move to enhance its social media platform Threads, Meta is leveraging its new multimillion-dollar partnership with UFC to drive users away from rival platform X (formerly Twitter).
The technology giant recently announced a wide-ranging, multiple-year sponsorship deal with the mixed martial arts league, making Meta the “official fan technology partner” of UFC. The partnership extends across Meta’s entire portfolio, including Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp, and notably, Threads.
This week, UFC began actively promoting Threads through its social channels, encouraging fans to engage with fighters on the platform. UFC fighter Lerone Murphy will be taking over the organization’s Threads account, with UFC posting: “Get your questions ready! @LeroneMurphy will be running our Threads account tomorrow morning! Ask him anything! See you there!”
The timing is significant as Threads celebrated its first anniversary last year, having launched in July 2023 amid backlash against Elon Musk’s acquisition of Twitter (now X). According to recent announcements from Meta CEO Mark Zuckerberg, Threads has now surpassed 175 million monthly active users, though it still trails X’s approximately 550 million.
“Meta will be our official marketing partner, our official AI glasses partner, our official wearable partner, an official social media partner,” said Grant Norris-Jones, TKO’s head of global partnerships. “Threads will feature exclusive UFC content and will be referenced in live UFC broadcasts.”
Social media analyst Matt Navarra notes that while Threads “hasn’t carved out a niche, in terms of giving itself a unique brand identity, a purpose in the social media ecosystem,” it has “probably exceeded the expectations of those inside Meta when the platform launched.”
The partnership benefits from the close relationship between UFC CEO Dana White, who joined Meta’s board in January, and Zuckerberg, who is known to be a passionate MMA enthusiast. The Meta CEO has attended numerous UFC events and personally participates in mixed martial arts.
“Mark and his team at Meta are going to do things that will blow away UFC fans,” White said in a statement to CNBC.
Zuckerberg added: “I love this sport and I’m looking forward to working with UFC to let fans experience it in new ways.”
While Meta has taken a cautious approach to news content on Threads compared to X, the UFC partnership represents a significant push to differentiate the platform and attract new users in an increasingly crowded social media landscape.
The companies are already planning follow-on announcements in the coming months, including details around a new UFC fighter rankings system that will utilize Meta technology, further cementing the relationship between the two brands.
