In a deal brokered by IMG, technology start-up, Fabacus, have announced they will be partnering with the Ultimate Fighting Championship (UFC), launching a global consumer rewards program for fans purchasing UFC licensed products.

The Fabacus platform, which connects global brand owners with their consumers, will supply the technology to enable fans worldwide to redeem numerous exclusive UFC experiences, rewards and VIP content.

Speaking on the announcement, CEO and founder of Fabacus, Andrew Xeni, said this is a unique first.

“We’re delighted that UFC has chosen Fabacus to further enrich the experience of UFC fans throughout the world,” Xeni said.

“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.

“Our platform has been developed to forge ever closer the relationships between brands, their partners and consumers.

“We’re pleased to be part of something that will benefit all parties,” he said.

SVP licensing at IMG, Matthew Primack, said the UFC will be enhanced by this partnership.

“IMG has assisted the UFC in reaching new levels of consumer engagement through licensed consumer product,” Primack said.

“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,” he said.