The UFC is gearing up for its return to London with two new sponsorship and marketing agreements.
The premiere mixed martial arts organisation announced that NetBet, an online gambling platform, will become the UFC’s official sportsbook and betting partner for the UK, as well as for Ireland, Greece, Italy and Romania.
The sponsorship agreement will first take shape on Saturday’s UFC Fight Night event at the O2 Arena in London, with NetBet receiving branding inside the Octagon and on international broadcast feeds, digital channels and social platforms.
TKO – parent company of UFC – SVP and Head of International Business, Nicholas Smith, commented on the NetBet deal, stating: “As UFC continues to grow and expand across Europe, it’s great to bring on such a reputable betting partner who already has a strong, established UFC fanbase.
Marcel Prioteasa, NetBet CEO, commented: “We are excited to become the European betting partner of UFC, uniting the adrenaline-pumping action of the world’s premier mixed martial arts organisation with the elite betting experience our customers expect.
“As we gear up for our biggest year yet in 2025, and with a loyal and growing MMA community, this partnership lets us bring fans even closer to the Octagon with exciting new ways to engage with the sport they enjoy.”
Furthermore, the UFC has also agreed a marketing deal with JD Sports, a UK retailer of sports apparel. The UK and European partnership will see JD strengthen its presence by being marketed in the world of mixed martial arts.
“We’re thrilled to welcome JD as our official Lifestyle and Sportswear Retail partner in Europe,” said Smith.
“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.”
Fan engagement is at the heart of the UFC JD agreement. The UK sports retailer will create community events in the lead-up to UFC Fight Night on Saturday with the “Greatest Walkout” experience.
This will see JD bring onboard fans of UFC to an activation that offers them a chance of creating or recreating some of the most famous fighter walkout entrances via a custom-built walkway in Westfield, Stratford.
Neil Corrie, Brand Director EMEA at JD, said: “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.”
