TKO Group Holdings Inc ( TKO ) shares are trading higher Wednesday after the company announced a multiyear partnership with Meta Platforms Inc ( META ) .

What Happened: The UFC, which is part of TKO Group ( TKO ), announced a multi-year deal with Meta to leverage its technologies to deliver new engagement with UFC fans globally.

Meta will collaborate with the UFC, offering Meta AI, Meta Glasses, Meta Quest, Facebook, Instagram, WhatsApp and Threads to fans. The company will also become the official AI glasses partner of the UFC and will work to creatively use AI glasses at UFC events.

“I’ve had a lot of great partners over the years that have helped us grow this sport, but Mark and his team at Meta are going to do things that will blow away UFC fans,” said Dana White, UFC president and CEO.

“Meta has the greatest minds in tech and they are going to take fan engagement to the next level. We’ve already started to work on some innovations with Meta around a new fighter rankings system that I’ll be sharing soon.”

Meta will be integrated into UFC assets with extensive activations in all Pay-Per-Views and Fight Nights, including brand placement in the Octagon, broadcast features and in-arena fan experiences.

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Threads will also become the official social media partner of the UFC, serving as the primary destination for the UFC community. Threads will offer exclusive original content that drives conversation around individual UFC events.

UFC and Meta said additional details of the partnership will be announced as the teams work together on innovations and enhancements to the UFC experience.

White joined Meta’s board near the start of the year.

"I've never been interested in joining a board of directors until I got the offer to join Meta's board. I am a huge believer that social media and AI are the future," White said in January.

"I am very excited to join this incredible team and to learn more about this business from the inside. There is nothing I love more than building brands, and I look forward to helping take Meta to the next level."

TKO Price Action: TKO Group ( TKO ) shares were up 0.66% at $153.86 at the time of publication Wednesday, according to Benzinga Pro.

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