UFC, a martial art combining boxing, taekwondo, wrestling, judo and karate, is looking to exploit what it sees as a significant sales opportunity in the UK by agreeing deals with other retail outlets.
It has already cut a deal with Argos to sell branded sports training equipment.
UFC will also launch a UK version of the long-running US magazine in the coming weeks and is discussing book options with a number of publishers.
Marshall Zelaznik, president of UFC’s UK division, says UFC events at the O2 Arena in London and MEN Arena in Manchester have seen significant sales of merchandise, including trading cards and collectable figures.
“All indications are there is a demand for it,” he adds.
The UK business is also hoping that Sky Sports’ showing of the latest series of related show Ultimate Fighter will help drive popularity and sales.
The new season started on 21 September and runs for 13 weeks.
UFC is also broadcast on Five, Fiver and ESPN in the UK.