The UFC has entered a groundbreaking partnership with IBM, naming the tech giant as its first-ever Official Global AI Partner. This collaboration will leverage IBM’s cutting-edge AI and data platform, watsonx, to enhance how fans experience live UFC events and content worldwide.
At the heart of the partnership is the UFC Insights Engine, a tool built with IBM watsonx that will combine UFC’s extensive data library with IBM’s AI technologies, including its Granite large language models. The platform is designed to provide real-time, in-depth analytics during live events. Fans will gain access to insights such as fighter tendencies, outcome projections, and method-of-victory predictions, all dynamically updated as live data streams in.
“This partnership with IBM is one of the most significant milestones for UFC and a game-changer for how fans will experience our sport,” said Grant Norris-Jones, Head of Global Partnerships at TKO. “IBM is a global leader in AI and sports marketing. Together, we’re pioneering a product that will revolutionize analytics and redefine live sports engagement.”
The UFC Insights Engine will debut in early 2025, integrating branded stats, graphics, and insights into UFC Pay-Per-View broadcasts, pre-event programming, social media platforms, and in-venue displays. With UFC content reaching millions of fans across 170 countries, the Insights Engine promises to deliver an unparalleled viewing experience by embedding AI-driven analysis directly into the fan journey.
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, highlighted the partnership’s potential to engage both loyal and new MMA fans: “Data and AI solutions like the UFC Insights Engine can offer fans entirely new ways to connect with their favorite athletes while enhancing UFC’s digital operations and maximizing its extensive library of match data.”
For UFC, the partnership also represents a long-term strategic win. Alon Cohen, Senior Vice President of UFC Research and Development, noted that the organization has been developing the concept of the Insights Engine for years. “IBM’s depth of expertise in AI makes them the perfect partner to bring this vision to life,” Cohen stated.
This collaboration is not just about technology; it is also a significant marketing move. By opening the AI category to IBM, the UFC underscores its commitment to innovation while aligning with a blue-chip brand known for transforming industries.
Fans can expect the UFC Insights Engine to redefine how they interact with live events, bringing a new level of understanding and excitement to the octagon.