Image: Oura

Oura on Tuesday will announce a partnership with mixed martial arts league Ultimate Fighting Championship (UFC), the latest in its deals to get its smart rings onto the fingers of sports stars.

Why it matters: The deals provide the startup with both visibility and validation that its rings can offer meaningful data on sleep, health and other metrics.

Details: Oura and UFC will make the rings available to all 600 of the league's fighters, though it will be up to them whether they choose to wear one. More than 60 have been distributed in the last couple of weeks.

  • The partnership follows months of study of the Oura ring, along with other fitness wearables including watches, chest straps and fitness bands. "One of the great things about Oura is the form of it and the subconscious simplicity of wearing a ring," UFC Performance Institute VP Duncan French told Axios.
  • The deal follows earlier tie-ups with the NBA and WNBA.

Between the lines: While UFC's interest predates the pandemic and was focused initially on issues like resilience, the ring has an extra use in relation to COVID, by flagging deviations of an individual's health metrics from their personal norm.

  • Separate from the UFC Performance Institute's research, one Oura-wearing UFC champion noticed a drop in his readiness score and decided to get a COVID-19 test, which ultimately came back positive.

The big picture: Oura isn't going into details on the structure of its deals with UFC and other sports leagues, but CEO Harpreet Rai noted that 90% of the industry's revenue still comes from individual sales.

  • Oura also has yet to say how many rings, which start at $299, it has sold overall.
  • And while clearly Oura is looking at its deals with the sports leagues more as a way to boost awareness and interest in the device than as a source of revenue, the company is also trying to build a business offering services to organizations, in addition to selling hardware.

Go deeper: How the NBA's "smart rings" work to assess coronavirus risk

Go deeper

Updated 4 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 9 a.m. ET: 31,647,930 — Total deaths: 971,711 Total recoveries: 21,776,599Map.
  2. U.S.: Total confirmed cases as of 9 a.m. ET: 6,897,661 — Total deaths: 200,818 — Total recoveries: 2,646,959 — Total tests: 96,612,436Map.
  3. Health: Hospitals want more time to repay pandemic loans — Supply shortages continue to plague testing.
  4. Business: The high-wage jobs aren't coming back
  5. Vaccines: Johnson & Johnson begins large phase 3 trial — The FDA plans to toughen standards.
  6. Sports: Less travel is causing the NBA to see better basketball.
Kendall Baker, author of Sports
47 mins ago - Sports

Less travel is causing the NBA to see better basketball

Illustration: Aïda Amer/Axios

In addition to keeping out the coronavirus, the NBA bubble has also delivered a stellar on-court product, with crisp, entertaining play night in and night out.

Why it matters: General managers, athletic trainers and league officials believe the lack of travel is a driving force behind the high quality of play — an observation that could lead to scheduling changes for next season and beyond.

Senate Republicans release report on Biden-Ukraine investigation with rehashed information

Sen. Ron Johnson (R-Wis.). Photo: Tom Williams/CQ-Roll Call, Inc via Getty Images

Senate Republicans, led by Sens. Ron Johnson (R-Wis.) and Chuck Grassley (R-Iowa), on Wednesday released an interim report on their probe into Joe Biden and his son's dealings in Ukraine.

Why it matters: The report's rushed release ahead of the presidential election is certainly timed to damage Biden, amplifying bipartisan concern that the investigation was meant to target the former vice president's electoral chances.

Get Axios AM in your inbox

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Subscription failed
Thank you for subscribing!