UFC Partners with IBM to Revolutionize Fan Engagement Through AI

IBM has signed a major global sponsorship deal with UFC, marking the MMA organization’s first significant tech partnership. Valued in the low eight figures over four years, this collaboration aligns UFC with IBM’s elite portfolio, which includes partnerships with the U.S. Open, Wimbledon, the Masters, and Ferrari’s F1 team.

“This is a unique pairing,” said Grant Norris-Jones, TKO Group's EVP of Global Partnerships. “It’s on par with our Disney partnership in boosting brand equity while tapping into the booming AI sector and enhancing fan engagement.”

IBM becomes UFC’s first "Global AI Partner" and "Official Technology Partner," securing exclusivity in the growing B2B Enterprise AI market. Unlike IBM’s previous sports sponsorships managed by MKTG, this deal was negotiated directly with the tech giant.