JD, the leading retailer for sports, fashion and lifestyle brands, and UFC, the world’s premier mixed martial arts organisation, today 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.
With this exciting partnership, JD and UFC bring fans an unforgettable experience with “The Greatest Walkout” activation at Westfield Stratford. Inspired by the iconic moment before a UFC fight, the interactive experience gives fans the chance to take centre stage, walking through a custom-built walkway, as actors posing as security personnel set the scene and provide an escort. At the end of their journey, fans will get their photo taken, perfectly capturing the intensity and excitement of an athlete’s entrance to the Octagon.
On Saturday, 22nd March, a handful of standout walkouts will be entered into a draw for a chance to win tickets to UFC FIGHT NIGHT: EDWARDS vs BRADY at The O2, London. Five lucky winners (plus one guest each) will enjoy the thrill of witnessing UFC action live from the arena.
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.
