Mixed martial arts brand, Ultimate Fighting Championship, is to broaden its licensing activity across Europe, appointing Jane Evans Licensing Consultancy as its agent.
JELC has already earmarked potential for the brand in the apparel, gym equipment and accessories categories, with lifestyle extensions including video games, DVDs, magazines, collectible cards and figurines.
The agency will also represent the brand across Russia.
"UFC events are already attracting sell out crowds across Europe and the licensing potential for the sport is vast," said Jane Evans, MD at JELC. "We are thrilled that UFC - one of the most forward looking sporting organisations on the planet - has asked us to be part of its development in one of the world's biggest markets."
Marshall Zelaznik, UFC's UK division president, added: "The UK market is extremely important to the UFC and we are looking forward to working with JELC to bring the lines which have been so successful in the US to Europe."