JD, the leading retailer for sports, fashion and lifestyle brands, and UFC, the world’s premier mixed martial arts organisation, have announced a new European partnership. Building on the success of activations in 2024, this year JD strengthens its presence by officially establishing itself as a key partner across UFC events, starting at UFC FIGHT NIGHT: EDWARDS vs BRADY on Saturday, 22nd March at The O2, London.
UFC stands as one of the most popular sports in the world, boasting a global fanbase of more than 700 million and an unmatched reputation for delivering world-class combat sports. With events broadcast in over 170 countries and with over 300 million social media followers, UFC has built a powerhouse brand that transcends sports.
Bringing youth to the forefront of the action, this collaboration will put the JD community at the heart of elite combat sports, offering exclusive behind-the-scenes access before and after events. Under the partnership, JD branding will be featured on UFC’s world-famous Octagon® at European events, while collaborative digital content will create greater fan engagement. Throughout the year, JD will also host a series of fan-centric events across Europe, providing exclusive access to world-class MMA.
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, said: “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.”
Following on from an activation at Westfield Stratford, a handful of the JD community will be entered into a draw for a chance to win tickets to UFC FIGHT NIGHT: EDWARDS vs BRADY at The O2, London. The activation runs from Friday, March 21st, to Sunday, March 23rd, offering fans an unmissable opportunity to immerse themselves in the UFC experience like never before.
Follow @jdsports for exclusive updates and exciting opportunities with this partnership.
