- Rewards programme will include Venum and other brands slated to participate later in the year
- Fabacus chief executive says it is the first time a global licensor has “been able to curate a campaign in this unique way”
The Ultimate Fighting Championship (UFC) is teaming up with technology startup Fabacus to launch a global fan rewards programme for consumers buying the mixed martial arts (MMA) organisation’s licensed products.
As part of the deal, which was brokered by the IMG agency, London-based Fabacus will supply the technology required to enable fans to redeem exclusive UFC experiences, rewards and VIP content.
The rewards redemption programme will include Venum, the UFC’s new exclusive outfitting and apparel partner, as well as other brands slated to participate later in the year across several categories.
It was also noted that consumers will have the opportunity to redeem rewards through Acoustix, the UFC Ultimate Sound music and media app provider.
Matthew Primack, senior vice president of licensing at IMG, said that the first live UFC redemption campaigns have already delivered “impressive results”.
Andrew Xeni, chief executive and founder of Fabacus, added: “We believe this is the first time a global licensor has been able to curate a campaign in this unique way, simultaneously across multiple partners, categories, and territories, delivering personalised experiences to the fans that are buying their licensed products.”