Technology start-up Fabacus has announced it has partnered with mixed martial arts organization UFC to launch a global consumer rewards program for fans purchasing UFC-licensed products.

“We’re delighted that UFC has chosen Fabacus to further enrich the experience of UFC fans throughout the world,” says Andrew Xeni, chief executive officer and founder, Fabacus. “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 personalized experiences to the fans who are buying their licensed products. Our platform has been developed to forge ever-closer relationships between brands, their partners and consumers. We're pleased to be part of something that will benefit all parties.”   

In a deal brokered by IMG, the Fabacus platform – which connects global brand owners with their consumers – will supply the technology to enable fans worldwide to redeem an array of exclusive UFC experiences, rewards and VIP content.

The rewards redemption program will feature UFC’s new, exclusive outfitting and apparel partner Venum, along with other brands that will participate later in the year, across a multiple of categories.

“IMG has assisted the UFC in reaching new levels of consumer engagement through licensed consumer products,” says Matthew Primack, senior vice president, licensing, IMG. “By offering UFC fans rewards for purchasing authentic product, the UFC brand is enhanced, while fans are appreciated for their support. This is achieved through an innovative, experiential rewards program designed and delivered in collaboration with Fabacus. The first live UFC redemption campaigns have delivered impressive results and we look forward to exploring more brand- enhancing and value-adding experiences for our clients in the future.”

Consumers will be presented with the opportunity to redeem rewards through Acoustix, the UFC Ultimate Sound music and media app provider, which will play a vital role in the rewards program.