UFC Partners With Tech Company Heed To Enhance How Fans Watch Fights

UFC is turning to a high-tech platform that could "enhance the way fans watch fights," according to Dan Gelston of the AP. The MMA promotion reached a partnership with Massachusetts-based Heed. The joint venture between WME-IMG and AGT Int'l wants to "change the way fans connect with sports at home or at a live event through sensor-measured data." Heed also has "struck deals" with Professional Bull Riders and EuroLeague basketball. The new format uses sensors that "collect data on everything from fan and competitor emotion to real-time event tracking that could change how fights, bull rides or other events are scored." Heed "sampled its technology on an old UFC fight that kept a running tally of blocks, jabs, hooks, overhands and uppercuts on the side and bottom of the screen." Heed said that its technology can "track fan or fighter emotions ranging from sadness and surprise to disgust and fear" (AP, 8/22).