While former Olympic bronze medalist Ronda Rousey continues her ascent up the combat sports world, the UFC announced this week its intentions to further broaden its relationship with Rousey's home sport of judo, inking a partnership with the British Judo Association to sponsor the 2015 British Open Judo Championships on July 12th in London's Wembley Arena.
"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," said British Judo Chief Executive Andrew Scoular in a statement.
"British Judo's values include discipline and responsibility. These along with respect and ethics are shared by UFC."
The British Judo Association is considered to be the national governing body for Judo in the United Kingdom. The UFC previously inked a sponsorship deal with USA Judo.
Rousey (10-0), the reigning UFC women's bantamweight champion, put together a decorated career as a judoka prior to her breakthrough in mixed martial arts, ultimately becoming the first American woman to earn an Olympic medal in the sport with her bronze medal win in the Beijing Summer Olympic Games in 2008.
"The 2015 British Open Judo Championships will be a fantastic event and an important stage on which athletes can perform and promote their sport," said UFC executive Garry Cook. "Judo is a key component of mixed martial arts, and we are excited at the prospect of bringing together UFC fans, Judo supporters and practitioners of both sports."