JD Sports, the sportswear and apparel retailer, has expanded its association with mix martial arts' UFC to become the promotion's official lifestyle and sportswear retail partner in Europe.
The new deal comes on the back of the pair collaborating on smaller-scale activations last year and will see the partnership expand across UFC events, beginning at UFC Fight Night: Edwards versus Brady on March 22 at the O2 Arena, London.
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As part of the partnership, JD branding will feature on the UFC’s Octagon ring at European events, collaborative digital content will be created, and JD will also host a series of fan-centric events across Europe.
This includes UFC's Greatest Walkout fan activation at Westfield shopping center in Stratford, London, where fans will have the chance to walk through a custom-built walkway with actors posing as security personnel on March 22.
Fans who take part will be selected to enter into a draw for a chance to win tickets to UFC Fight Night: Edwards versus Brady.
Neil Corrie, brand director for EMEA at JD, said: "Our JD community has shown an incredible passion for UFC, and we are listening."
“This partnership marks the beginning of a series of events and content opportunities designed to create real connections between our consumers and the world of UFC."
UFC has announced several key sponsorship deals in recent months, most notably a major renewal with long-standing partner Monster Energy in February.
The agreement, the third consecutive partnership renewal between UFC and Monster, has been described as the largest sponsorship deal in the history of both companies.
Earlier this month the MMA promotion agreed a new marketing partnership with premium menswear brand True Classic.
The promotion last month also enhanced its global partnership with health and wellness solutions firm Thorne and unveiled a new marketing partnership with Total Wireless in January.
JD has sports, meanwhile, has sponsorship deals in place with boxer Anthony Joshua, English soccer teams Wolverhampton Wanderers, Newcastle United, and West Ham United, Australia’s National Rugby League, as well as soccer's seven-a-side Kings League.
