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VeChain, a tier-one blockchain platform focused on practical applications, has tapped Ultimate Fighting Championship (UFC) CEO Dana White as its new official advisor to increase awareness of blockchain technology among the general public.

White, also the founder of Power Slap, will join VeChain’s advisory board, working alongside Nobel Prize-winning physicist Konstantin Novoselov to drive real-world adoption of blockchain through “mutual experience in mass marketing and scientific breakthroughs.

“VeChain is an incredible partner for the UFC and Power Slap, and I am honored to join their advisory board, White said in a statement provided to Cointelegraph. “I am passionate about technology, and with their products and innovation, I look forward to helping take their brand to the next level.

This move could greatly expand the reach of blockchain. With UFC broadcasts reaching over 950 million households worldwide, VeChain has an opportunity to reach new users.

White will play a key role in strengthening VeChain’s sustainability initiative, VeBetterDAO, a decentralized platform that encourages real-life action on sustainability through incentive DAO tokens (B3TR).

tokens as compensation for his advisory role, VeChain confirmed to Cointelegraph.

UFC has already adopted VeChain’s technology: Near Field Communication (NFC) chips are integrated into a new generation of fight gloves.

This was done to combat fraud, as fighters’ gear is often auctioned off for charity and other purposes, but suffers from high levels of counterfeiting, Sonny Lu, co-founder and CEO of VeChain, told Cointelegraph, adding:

The combination of NFC with blockchain helps demonstrate the authenticity of goods. This is an example of how VeChain is creating RWAs and digital goods.

Further discussions are underway with the UFC, UFC Foundation and other partners to provide opportunities for VeChain and the VeBetter

app ecosystem, Lu added, promising to reveal details in the coming weeks. “