The Ultimate Fighting Championship (UFC) mixed martial arts series has signed Legends Hospitality as its first official global event retail partner.
The multi-year partnership, which was negotiated by IMG, will see the hospitality firm manage UFC retail shops at all events and fan experiences, both domestically and internationally.
“We are thrilled to partner with Legends Hospitality,” UFC 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.”
Dan Smith, president of Legends’ Hospitality division said: “We strive each and every day to be the global leader in fan services and today’s announcement is further evidence of our progress.
“Together with UFC, we will create industry-changing retail benchmarks in sports and live events.”
Legends also provides its services to Yankee Stadium, AT&T Stadium, One World Observatory and close to 40 Live Nation properties.