Meta Tech To Be Integrated Into UFC’s Apex Venue Under Naming Rights Deal

Meta has secured the naming rights to the UFC’s Apex facility in Las Vegas, rebranding the iconic venue as “Meta Apex” under a new five-year agreement that expands the companies’ existing strategic partnership.

The UFC announced the deal this week, confirming that the Apex - a live events and broadcast production centre that has hosted hundreds of Fight Nights, Dana White’s Contender Series, UFC BJJ competitions and other feature events since its opening in 2019 -  will now carry Meta’s branding and integrate the tech giant’s suite of innovations into its core offerings.

This naming rights extension builds on a multi-year relationship that began in 2025 when Meta was appointed the UFC’s Official Fan Technology Partner. As part of the deal, the Meta Apex will not only continue to host its signature MMA programming, but will also feature expanded event programming including Zuffa Boxing cards and Brazilian jiu-jitsu showcases, providing a broader slate of combat sports content under one roof.

According to official statements from UFC CEO Dana White and Meta executives, the venue will serve as both a technology showcase and a fan engagement laboratory, incorporating Meta’s latest advancements in virtual reality (VR), artificial intelligence (AI), wearable tech and immersive digital experiences that aim to redefine live and broadcast consumption of mixed martial arts.

Renovations are already underway to expand the facility’s capacity, improve concessions, hospitality, retail spaces, and enhance overall event infrastructure, positioning Meta Apex not only as a production hub but as a destination where fans can physically engage with UFC content in more immersive ways than ever before.

“With this rebranding, Meta Apex becomes more than a name; it's a statement about the future of sport technology integration,” White said in a press release. The expanded partnership also reinforces Meta’s board relationship, with White himself serving on Meta’s board of directors, underscoring the deeper alignment of both organisations at the executive level.

For Meta, this represents a strategic extension of its ambitions in sports entertainment, offering a sandbox to deploy technologies that bridge physical and digital engagement. For the UFC, it underscores a commitment to innovate fan experiences and diversify revenue streams beyond conventional broadcast models. As combat sports continue to evolve in the digital age, Meta Apex is poised to be a key battleground in that transformation.