Ultimate Fighting Championship (UFC) - the world’s leading mixed martial arts (MMA) brand - is set to deliver its fights in an all-new way, with ‘shared reality’ spectacles set to transform the way we experience live sporting events
UFC has partnered with experiential media and immersive technology company Cosm for the offering, which will present live Pay-Per-View (PPV) events on 8K screens. The immersive experience, says Cosm, will bridge the virtual and physical worlds without the need for headsets or augmented devices.
Presented as LED-dome displays and utilising Cosm’s CX System software, the venues will be able to deliver an arena-like atmosphere to make guests feel as though they’re watching live shows from right beside the famous UFC octagon. Also featuring a food and beverage service and specialised merchandise, the events promise to be a special experience for guests to watch UFC in a first-of-its-kind immersive experience.
Cosm has already broken ground on venues on Los Angeles and Dallas, with the shared reality attractions set to host major names including UFC and the NBA CREDIT: COSM
“Cosm is bringing fans an entirely new category of entertainment,” said Jeb Terry, CEO and president at Cosm.
“The UFC shares the same passion for innovation and elevating the fan experience as we do, and the organisation and their leadership immediately recognised the opportunity at hand.
“This kind of shared viewing experience does not exist anywhere else on the planet, and we are proud to introduce this new era of live entertainment in collaboration with UFC.”
Cosm has also partnered with the NBA, which is hosting private events at Cosm’s research and development facility - Experience Center - in Salt Lake City, Utah.
To start, UFC events will be broadcast at Experience Center until Cosm’s first venue opens in early 2024 after breaking ground on venues in Los Angeles and Dallas.
“At UFC, we’re always looking for new ways to create deeper engagement with our fans, and Cosm has presented this great opportunity to do that with our biggest events using this unique and immersive viewing technology,” said Craig Borsari, chief content officer and executive producer at UFC.
“It’s going to elevate the UFC live experience for our fans who watch beyond the arena.”
