VeChain, a layer-1 blockchain platform focused on real-world applications, has added Ultimate Fighting Championship (UFC) CEO Dana White as its newest official adviser to raise more mainstream awareness of blockchain technology.

White, also the founder of Power Slap, will join VeChain’s advisory board next to Nobel Prize-winning physicist Konstantin Novoselov to drive real-world blockchain adoption through “complementary expertise in mass marketing and scientific innovation.”

“VeChain is an incredible partner for the UFC and Power Slap, and I’m honored to join their advisory board,” White said in a statement shared with Cointelegraph. “I’m passionate about technology, and with their products and innovation, I’m looking forward to helping elevate their brand to the next level.”

UFC CEO Dana White (left) with Sunny Lu, co-founder and CEO of VeChain (right). Source: Jeff Bottari, UFC

Related: 4th gen crypto needs collaborative tokenomics against tech giants — Hoskinson

The move could significantly expand blockchain’s reach. UFC broadcasts reach more than 950 million households globally, giving VeChain a major opportunity to connect with new users.

White will play a pivotal role in amplifying VeChain’s sustainability initiative, VeBetterDAO, a decentralized platform incentivizing “real-world sustainable actions” through the DAO’s incentive tokens (B3TR).

White will not receive any B3TR or VeChain (VET) tokens as compensation for his advisory role, VeChain confirmed to Cointelegraph.

Related: Bitcoin still on track for $1.8M in 2035, says analyst

UFC taps VeChain for tokenized fighter gloves

The UFC has already implemented VeChain’s technology, with Near-field communication (NFC) chips integrated into a new generation of fighter gloves.

Source: VeChain

“This was done to combat fraud, as fighter apparel is often auctioned off for charity and other causes, but suffers from a high degree of fraud,” Sunny Lu, co-founder and CEO of VeChain, told Cointelegraph, adding:

“The NFC + blockchain combination helps demonstrate the items are authentic. An example of how VeChain creates ‘RWA’ and phygital goods.”

“Additional conversations are underway with the UFC, the UFC Foundation and other partners to provide opportunities for VeChain and the VeBetter app ecosystem,” with details to be revealed in the coming weeks, Lu added.

VeChain is a layer-1 smart contract platform designed to enhance the supply chain and accelerate the mass adoption of blockchain technology.

Magazine: Bitcoin eyes $100K by June, Shaq to settle NFT lawsuit, and more: Hodler’s Digest, April 6 – 12