JD Sports: Retailer partners with UFC ahead of London Fight Night

Monday 17 March 2025 7:30 pm
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Monday 17 March 2025 6:38 pm

UK retailer and FTSE 100 big JD Sports activities has partnered with combating organisation UFC in a deal that begins this weekend at London’s Struggle Evening.

The Manchester-headquartered model kinds half of a European partnership, which is able to see it turn into a key companion throughout UFC regardless of it issuing a revenue warning in January.

JD Sports activities forecast a full yr revenue earlier than tax of between £915m and £935m, down from their earlier estimate of £955m to £1.035bn. 

The combined martial arts organisation is again in London on Saturday for UFC Struggle Evening, the place Leon Edwards takes on Sean Brady at London’s O2 Area.

The pair will headline a essential card of six fights, together with a ladies’s strawweight bout between Molly McCann and Alexia Thainara, after a preliminary card of seven fights.

UFC partnership

Beginning this weekend JD will supply behind-the-scenes entry earlier than and after occasions with the game retailer’s branding set to be branded on the Octagon.

Neil Corrie, model director EMEA at JD, stated: “Our JD group has proven an unbelievable ardour for UFC, and we’re listening. This partnership marks the start of a sequence of occasions and content material alternatives designed to create actual connections between our customers and the world of UFC. Collectively, we’re taking the fan expertise to the following stage, shifting Perpetually Ahead.” 

Anthony Joshua is the main JD athlete however the organisation has partnerships with Wolverhampton Wanderers, West Ham United and the Kings League, amongst others.

Added Nicholas Smith, senior vice chairman of world partnerships for TKO [owned by Endeavor], stated: “We’re thrilled to welcome JD as our official Life-style and Sportswear Retail companion in Europe. JD is a model on the forefront of youth tradition.

“It’s a excellent match for UFC’s dynamic and passionate fanbase. We look ahead to participating and provoking audiences throughout Europe like by no means earlier than.”