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UFC Taps Startup Fabacus For Fan Reward Program

In a dream come true for a tech startup, the licensing data firm Fabacus has been tagged by UFC to launch a global consumer rewards program for fans purchasing UFC licensed products.

UFC is the world’s premier mixed martial arts organization (MMA), with more than 625 million fans and 155 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world, while broadcasting to approximately 900 million TV households across more than 175 countries.

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. Fabacus will also provide the ability for UFC to potentially engage on a one-to-one basis with its 625 million fans worldwide, by offering them access to the ground-breaking program.

Fabacus says the rewards redemption program will feature UFC’s new exclusive outfitting and apparel partner VENUM, along with other iconic brands that will participate later in the year, across a range of categories.

“We’re delighted that UFC has chosen Fabacus to further enrich the experience of UFC fans throughout the world,” said Andrew Xeni, CEO and founder of 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 that are buying their licensed products.

“Our platform has been developed to forge ever closer relationships between brands, their partners, and consumers,” Xeni added. “We’re pleased to be part of something that will benefit all parties.”

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.

Andrew Xeni formed Fabacus in 2016 to bring innovative ways of working to the retail and licensing landscape, with a unique data service designed to digitally-transform the licensing industry. The business was founded by Xeni and is backed by a number of financial institutions, including iNovia Partners, led by former CFO Google Patrick Pichette, as well as New Look founder Tom Singh. Fabacus says it plans to create a truly connected world of licensing through the power of data, facilitating deeper connectivity, visibility and trust across the value-chain, enabling decision-making to be based on a foundation of accurate master data.

Fabacus has since gone from strength to strength, working with a growing community of partners and establishing a global headquarters in Soho Square, London.

“IMG has assisted the UFC in reaching new levels of consumer engagement through licensed consumer products,” said Matthew Primack, SVP Licensing at 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,” Primack explained. “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.”


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