JD Sports announce new partnership with UFC ahead of London Fight Night

JD Sports, the renowned UK retailer and constituent of the FTSE 100 index, has entered into a collaboration with the Ultimate Fighting Championship (UFC), commencing with this weekend's London Fight Night.

The Manchester-based company is now part of a European partnership that positions it as a prominent partner for UFC, despite having issued a profit warning earlier in January, as reported by City AM.

JD Sports has adjusted its full-year profit before tax forecast to between £915 million and £935 million, a decrease from the previously projected range of £955 million to £1.035 billion.

The mixed martial arts entity returns to the capital on Saturday for UFC Fight Night, featuring Leon Edwards versus Sean Brady at the O2 Arena in London.

The event will showcase a main card with six bouts, including a women's strawweight fight between Molly McCann and Alexia Thainara, following a preliminary card consisting of seven matches.

As part of the UFC partnership, JD will provide exclusive behind-the-scenes access both before and after events, with the sport retailer's branding to be prominently displayed on the Octagon.

Neil Corrie, JD's Brand Director for EMEA, commented: "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."

Anthony Joshua stands as the leading athlete for JD, which also maintains partnerships with football clubs such as Wolverhampton Wanderers and West Ham United, as well as the Kings League.

Nicholas Smith, Senior Vice President of Global Partnerships for TKO [owned by Endeavor], expressed his enthusiasm about the new partnership: "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."