The Ultimate Fighting Championship (UFC), the mixed martial arts promotion owned by TKO Group, has agreed a naming rights deal with tech giant Meta for Apex, the live event and broadcast production facility in Las Vegas that hosts select UFC Fight Nights.
The multi-purpose facility will now be known as Meta Apex, building on the long-term partnership between the company and UFC that was forged in 2025, in which it became UFC’s first official fan technology partner.
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As part of the naming rights, Meta branding will be integrated throughout the UFC facility. UFC and Meta will also work together to create interactive experiences inside the venue. The spaces will feature new Meta products and other fan engagement initiatives.
Dana White, UFC CEO and president, said: “Meta is always at the forefront of technology and immersive experiences, and their enhancements will change the way fans view live fights.
“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.
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By GlobalData“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.”
Located adjacent to UFC’s headquarters in Las Vegas, Meta APEX has become a key venue in combat sports.
Since opening in 2019, the facility has produced nearly 200 UFC events, including 112 Fight Nights.
Meta APEX will also host select Zuffa Boxing events, including the TKO-owned promotion’s inaugural card on January 23, as well as Dana White’s Contender Series and UFC BJJ events.
Beginning this year, for the first time, tickets for all Meta Apex events will be made available to the public for purchase. In addition, the arena is undergoing significant renovations that will include expanded seating that can accommodate up to 1,000 attendees, upgraded food, beverage, and merchandise concessions, and new hospitality spaces. The full project is expected to be completed later this year.
