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UFC signs up first global retail partner

The Ultimate Fighting Championship mixed martial arts series has signed a first-of-its-kind partnership with Legends Hospitality.

The fan service provider has agreed a multi-year deal to serve as UFC’s first ever official global event retail partner.

As part of the agreement, which was brokered by the IMG agency, Legends will manage UFC retail shops at events and fan experiences around the world.

UFC’s chief operating officer, Ike Lawrence Epstein, said: “As one of the most prominent and well-respected sports and entertainment brands in the marketplace today, we’re confident that Legends will utilise their fan-centric approach and retail acumen to provide fight fans around the world with the best possible experience.”

Legends president and chief executive, Shervin Mirhashemi, added: “Today’s announcement will play an important role in continuing to set new expectations for sports fans around the globe. We are excited that UFC selected Legends as its exclusive global partner to operate more than 40 events annually.”

Legends' extensive portfolio of partners also includes Yankee Stadium, AT&T Stadium and nearly 40 Live Nation properties.