JD SportsAnd UFC Join Forces For Game-Changing European Partnership

JD, the leading name in sports, fashion, and lifestyle retail, has officially partnered with the UFC to bring European fans closer to the action than ever before. This groundbreaking collaboration kicks off at UFC FIGHT NIGHT: EDWARDS vs BRADY on Saturday, 22nd March at The O2, London, setting the stage for an immersive and high-energy experience throughout 2024 and beyond.

JD Becomes the Official Lifestyle and Sportswear Retail Partner of UFC in Europe
With UFC boasting a global fanbase of over 700 million and its events broadcast across 170 countries, the organization has cemented itself as the pinnacle of mixed martial arts. Now, with JD stepping in as the Official Lifestyle and Sportswear Retail Partner of UFC in Europe, the retailer is amplifying its commitment to youth culture and sports by delivering exclusive content, behind-the-scenes access, and unique fan experiences.

Bringing Fans Closer to the Action
Under this new partnership, JD branding will be prominently displayed on UFC’s world-famous Octagon at European events. Beyond the branding, JD is set to engage UFC’s passionate audience by creating collaborative digital content, delivering exclusive interviews, fighter insights, and event coverage tailored for fans across Europe.

But JD is not stopping there. To further connect fans with the UFC experience, a series of fan-focused events will take place throughout the year, offering exclusive access to world-class MMA. Whether it's meet-and-greets with top fighters or immersive brand activations, JD is ensuring that fans don’t just watch the action—they become a part of it.

"The Greatest Walkout" Activation at Westfield Stratford
To celebrate the partnership launch, JD and UFC are bringing "The Greatest Walkout" activation to Westfield Stratford. Inspired by the legendary entrances UFC fighters make before stepping into the Octagon, this interactive experience puts fans in the spotlight. Participants will walk through a custom-built walkway, flanked by actors posing as security personnel, before having their intense and electrifying moment captured on camera.

But the excitement doesn’t stop there—five lucky winners (plus a guest each) will be randomly selected to win tickets to UFC FIGHT NIGHT: EDWARDS vs BRADY at The O2. The activation runs from Friday, March 21st, to Sunday, March 23rd, giving fans a rare opportunity to immerse themselves in the UFC atmosphere.

What This Means for UFC and JD Fans
Neil Corrie, Brand Director EMEA at JD, highlighted the importance of this partnership:

“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, echoed this sentiment:

“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.”
Don’t Miss Out!
With JD and UFC pushing the boundaries of fan engagement, this partnership is set to deliver unforgettable experiences throughout the year. Follow @jdsports on social media for exclusive updates, behind-the-scenes content, and exciting opportunities to get involved with UFC like never before.

For those looking to witness the action firsthand, UFC FIGHT NIGHT: EDWARDS vs BRADY at The O2, London, is the first of many electrifying events under this new collaboration.

Stay locked in, because JD and UFC are taking fight culture to the next level!