JD named as official UFC lifestyle and sportswear retail partner for Europe
JD has been named as the official lifestyle and sportswear retail partner for Europe for the Ultimate Fighting Championship (UFC), the leading mixed martial arts (MMA) organisation.
Under the partnership, JD branding will be featured on UFC’s world famous Octagon on European fight nights, starting with the Leon "Rocky" Edwards versus Sean Brady welterweight fight on Saturday 22 March at The O2 in London.
Following on from an activation at the JD store at Westfield Stratford – running from Friday 21 March - a handful of the "JD community" will be entered into a draw for a chance to win tickets to Saturday’s fight.
Bringing youth to the forefront of the action, the UFC collaboration will put JD at the heart of elite combat sports, offering exclusive behind the scenes access before and after events. Throughout the year, JD will also host a series of fan-centric events across Europe.
Neil Corrie, Brand Director 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. Together, we're taking the fan experience to the next level, moving ‘Forever Forward’."
Nicholas Smith, Senior Vice President of Global Partnerships for TKO (the sports and entertainment company which was formed through the merger of Endeavour’s UFC and WWE), added: "We're thrilled to welcome JD as our official Lifestyle and Sportswear Retail partner in Europe.
"JD is a brand at the forefront of youth culture. It is a perfect match for UFC’s dynamic and passionate fanbase. We look forward to engaging and inspiring audiences across Europe like never before."
UFC now stands as one of the most popular sports in the world, boasting a global fanbase of more than 700 million.
With events broadcast in over 170 countries and with over 300 million social media followers, UFC has "built a powerhouse brand that transcends sports".
