Sports fashion retailer JD has partnered with boxing promoters company Matchroom Boxing. The partnership will see JD become Matchroom Boxing’s Official Retail Partner in the first long-term deal of its kind for the fight night promoters.
JD will receive significant in-ring and ringside branding.
The partnership launched ahead of the Haye-Bellew fight press conference, in an event expected to produce fireworks from both parties. JD will host live events with Matchroom fighters to celebrate the partnership across the UK and Ireland.
In addition, JD will play a big part in the promotion of Matchroom’s stable of Olympic fighters including Lawrence Okolie, Joe Cordina, Josh Kelly and Katie Taylor. Matchroom’s NXTGEN series will also feature heavily in the partnership, with JD showcasing future world champions and their fights live on the retailer’s channels.
Matchroom’s fighters will also feature in JD’s Undisputed show, giving viewers behind the scenes access to some of the biggest names in boxing.
The partnership was negotiated by global sports marketing agency SportQuake, who will also activate all boxing campaigns. SportQuake provides brands with an end to end 360 degree insight, planning, buying and full activation service. The sports marketing agency will work with JD and Matchroom Boxing to create bespoke content and campaigns, giving fans of the sport a new way to keep up-to-date with the biggest fighters in the business.
CEO and Founder of SportQuake Matt House said: “We are delighted to partner up with JD and Matchroom Boxing on a long-term basis at such an exciting time for British boxing. We love working with Eddie and his team and look forward to developing amazing campaigns together that delight fight fans.”
JD Group marketing director Stephen White said: “We are excited to have agreed this long-term partnership with Matchroom Boxing ahead of the biggest year for British boxing to date. What Eddie and his team have achieved over the past five years by putting boxing back centre stage in the UK has been brilliant for us at JD and all fight fans. As the undisputed leaders in our field, we love working with like-minded people. We want to build on our work together and commit to this long-term partnership to support and drive Eddie’s vision for boxing and give our customers what they want.”
Managing director of Matchroom Boxing, Eddie Hearn, said: “I am delighted that Matchroom Boxing has joined forces with JD – a company that have been partners of ours through the recent explosion of British boxing. JD have continually supported our events and our fighters, and it’s great to be able to plan a future with a retail giant like JD. Their social media content is outstanding and they will help us drive the profile of our fighters both online and in through stores. JD share our passion for the sport of boxing and this ground-breaking deal forms a relationship that will benefit everyone.”