UFC is now officially in business with the IT giant Meta Platforms Inc. The Mark Zuckerberg-owned tech company has agreed to become the first “official fan technology partner” of the TKO-owned mixed martial arts organisation. The multiyear agreement will use Meta’s platforms and products “to immerse fans deeper into UFC content than ever before.” Brand placement within the UFC’s renowned Octagon, broadcast features, and integrations into all UFC events are all part of the agreement.

According to the agreement, Meta will serve as the “Official AI Glasses Partner of UFC” and will incorporate their glasses into UFC events in novel ways.

Zuckerberg is a great MMA fan, and an active participant, having been taught by various UFC veterans and competed in some local competitions. “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, on the other hand, has gotten to know Zuckerberg and was appointed to Meta’s board of directors earlier this year—the first time White has served on 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 UFC is now in its exclusive bargaining window with ESPN for TV and streaming rights, thus the Meta alliance comes at a critical time for the organisation. Many in the business believe ESPN will let the rights window to expire, giving UFC the opportunity to start negotiating with other possible partners. White and the MMA powerhouse aren’t sitting back and enjoying their success, as the Meta agreement demonstrates.