Meta has built on its association with the Ultimate Fighting Championship (UFC) by taking on naming rights to APEX as the Las Vegas-based events and broadcast production facility seeks to expand its presence in the former sector.
The agreement announced today (Wednesday) comes after the TKO Group-owned UFC named Meta as its first official fan technology partner as part of a multi-faceted deal announced back in April.
The UFC opened its APEX facility, located next to the organisation’s headquarters in Las Vegas, back in June 2019. The facility also has advanced production capabilities, meaning it is able to stream events worldwide.
APEX rose to prominence as the mixed martial arts promotion utilised it to stage events behind closed doors as COVID-19 began to take hold across the world. The facility has since moved on to produce nearly 200 UFC events, including 112 Fight Nights, 70 episodes of Dana White’s Contender Series, and four UFC BJJ events.
APEX will also host select Zuffa Boxing events, including the inaugural card of TKO’s new boxing promotion on January 23.
The multi-purpose facility will now be known as Meta APEX and is intended to serve as a showcase for Meta’s technology, including its AI, VR, and AI glasses advancements in real-world applications.
As part of the naming rights, Meta branding will be integrated throughout the facility. UFC and Meta will also work together to create interactive experiences inside the venue. These spaces will feature some of Meta’s latest advancements in technology and will invite fans and athletes to “deepen their engagement with UFC” in new and innovative ways.
The rebranding to Meta APEX is envisioned as a key element in the next phase of the evolution of the facility. Beginning this year, for the first time, tickets for all Meta APEX events will be made available to the general public for purchase.
In addition, the arena is undergoing renovations that will include expanded seating that can accommodate up to 1,000 attendees; enhanced, consumer-friendly food, beverage, and merchandise concessions; new hospitality rooms/spaces; and a remodelled building entrance and lobby featuring a ticket box office.
The full project is expected to be completed later this year. The UFC initially applied to expand APEX so that it could stage events hosting fans back in January 2022.
“Meta is always at the forefront of technology and immersive experiences, and their enhancements will change the way fans view live fights,” said UFC CEO and president, Dana White.
“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.”
Alex Schultz, chief marketing officer and vice-president 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.”
