British Judo has announced the world's largest mixed martial arts (MMA) organisation, Ultimate Fighting Championship (UFC), as title sponsors of the 2015 British Open Judo Championships due to take place at Wembley Arena on July 12.
The sponsorship deal will see UFC benefit from advertising on British Judo's website and social media, along with other advertising opportunities, as it looks to support and promote judo and the national governing body.
"We are absolutely thrilled at our new partnership with UFC, which will bring about many mutual benefits for both the organisations and the sports of MMA and judo in the UK," said British Judo chief executive Andrew Scoular.
"We look forward to developing other sponsorship and advertising opportunities with UFC in the future.
"By partnering with such a leading martial arts brand as UFC, we will receive significant added exposure for British Judo as a core martial art and the partnership will be instrumental in raising the profile of the sport of judo, ultimately leading to increased participation for young people.
"British Judo's values include discipline and responsibility.
"These along with respect and ethics are shared by UFC."
UFC is one of the fastest growing event organisations in the world, creating a huge following of the sport of MMA, of which judo is a core discipline.
The partnership will support the promotion of combat sports and is expected to have a positive impact on grass roots participation in judo.
Garry Cook, UFC chief global brand officer, said: "The 2015 British Open Judo Championships will be a fantastic event and an important stage on which athletes can perform and promote their sport.
"Judo is a key component of mixed martial arts, and we are really excited at the prospect of bringing together UFC fans and judo supporters."
Judo is one of the combat sport disciplines widely used by MMA fighters within UFC, a link which is demonstrated by UFC bantamweight champion Ronda Rousey of the United States.
Rousey won an Olympic bronze medal in judo at Beijing 2008 and made her MMA debut in 2010, before becoming the first female fighter to sign a lucrative contract with UFC in 2012.
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