JD is making serious moves in the fight game. The sports, fashion and lifestyle retailer has just secured a major European partnership with UFC, the leading name in mixed martial arts. Following successful activations last year, JD is strengthening its presence in 2025, officially becoming a key partner for UFC events, starting with UFC Fight Night: Edwards vs Brady at The O2 London on Saturday 22nd March.
UFC is a global phenomenon with 700 million fans worldwide. With events broadcast in over 170 countries and a social media following exceeding 300 million, its reach is unparalleled. This collaboration ensures that JD’s community will be closer to the action than ever before with exclusive behind the scenes access, engaging content and a front row seat to elite combat sports.
JD branding will be prominently featured on UFC’s world famous octagon at European events while innovative digital content will enhance fan engagement. Beyond the screen, JD will also deliver a series of immersive fan experiences across Europe.
Neil Corrie, brand director EMEA at JD, said:
“Our JD community has a deep passion for UFC and we are listening. This partnership is just the beginning, expect exclusive events, content and experiences that bring fans closer to the sport they love. We are committed to pushing things forward.”
IT’S #UFCLondon FIGHT WEEK 🇬🇧 💥
— UFC Europe (@UFCEurope) March 17, 2025
Leon Edwards vs Sean Brady this Saturday! pic.twitter.com/1ggqI925HX
To mark the occasion, JD and UFC are launching ‘The Greatest Walkout’ experience at Westfield Stratford, offering fans the chance to step into the spotlight and recreate the iconic UFC walkout moment. With actors posing as security personnel, participants will experience the full pre fight build up. At the end of the walk, fans will have their moment captured, replicating the excitement of a UFC athlete entering the octagon. Selected standout walkouts will be entered into a draw to win tickets to UFC Fight Night: Edwards vs Brady at The O2. Five winners, along with a guest each, will have the opportunity to witness the action live.
The activation runs from Friday 21st March to Sunday 23rd March, a unique opportunity for fans to immerse themselves in the UFC experience.
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