The technology start-up, Fabacus has partnered with the mixed martial arts organisation, UFC, to launch a global consumer rewards programme for fans purchasing UFC licensed products.

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 content.

Through Fabacus, UFC will have the potential to engage on a one-to-one bases with its global fanbase of some 625 million followers, by offering them access top the programme. This programme will feature rewards including UFC’s new exclusive outfitting and apparel partner VENUM, along with other brands signing up with the platform later in the year.

Andrew Xeni, CEO and founder of Fabacus, said: “We’re delighted that UFC has chosen Fabacus to further enrich the experience of UFC fans throughout the world. 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 relationships between brands, their partners, and consumers. We’re pleased to be part of something that will benefit all parties.”

Matthew Primack, SVP licensing, IMG, said: “IMG has assisted the UFC in reaching new levels of consumer engagement through licensed consumer products. 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 programme.

Xeni formed Fabacus in 2016 to bring innovative ways of working to the retail and licensing landscape. Fabacus has since gone from strength to strength, working with a growing community of partners and establishing a global headquarters in Soho Square, London.