The UFC announced its first-ever global retail partnership with Legends Hospitality via press release on Thursday. The company, with offices in New York and Los Angeles will serve as the retailing partner to manage UFC retail shops at all events and fan experiences domestic and international.

The deal was negotiated by IMG. Legends works with sports and entertainment brands across the globe including Yankee Stadium, Angel Stadium, Manchester City FC and FC Barcelona to name a few.

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No announcement on the terms of the deal but the partnership will outsource the management of the retailing aspects of the UFC shops to Legends. In conjunction with the UFC management, Legends will likely streamline the way the UFC handles its retail from its point of purchase to its customer service. Although most people may not recognize the change, it should help with the fan experience.