Fightfi Expands UFC Partnership to Build Web3 Fan Products

Fightfi, the company behind Fight.ID, said it expanded its partnership with UFC to develop blockchain-powered fan products and experiences on Sept. 14, 2025.

UFC, Fightfi Outline Web3 Loyalty and Identity Plans

The collaboration, according to the announcement, targets digital engagement for UFC’s global audience via Fight.ID’s platform, which connects fans and athletes with on-chain identity, rewards, and merchandise. Fight.ID is an official partner of UFC Strike digital collectibles and plans to broaden tools that blend asset ownership with loyalty features.

To support the next phase, Fight.ID closed a new funding round backed by institutional investors, including Anthos Capital, Aptos Foundation, Aquanow Ventures, Blockchain Coinvestors, Fabric VC, Jupiter, and Memeland. The round also drew angels from sports and entertainment, including UFC athletes Gilbert Burns, Josh Emmett, Vicente Luque, and Alexandre Pantoja, plus Craig Kallman, Baron Davis, Cam Jordan, and Yat Siu, among others.

The Fightfi team said proceeds will fund Web3 product development around programmable rewards, digital asset ownership, and interactive fan experiences aligned with the platform’s principles: Fight Fair, Fight Together, Fight Through, and Fight Forever. The effort extends the work Fight.ID’s team has done on UFC’s digital collectibles over the past three years.

“UFC has always embraced an innovation-first mentality. James and his team have proven to be a dynamic and innovative partner for us, and we are extremely excited to support the Fight.ID ecosystem over the next several years,” said Grant Norris-Jones, executive vice president and head of global partnerships at TKO.

“As our world continues to become more digitally enabled, there is no better time than now to invest in blockchain projects,” said James Zhang, co-founder and CEO of Fight.ID, saying the partnership will invite “all fight fans to join the tribe of digital ownership.”