Montirex has announced its biggest athlete partnership to date, signing unbeaten UFC champion Ilia Topuria to a log-term sponsorship deal ahead of his next title defence.
The agreement sees Topuris exclusively wear Montirex apparel throughout his fight preparation and training camps, beginning with UFC Freedom 250 in June. For the Liverpool-founded sportswear label, the partnership marks another major step in its growing involvement with combating sports, aligning the brand with one of MMA’s most dominant figures.
From Underdogs to the Top
Still undefeated as a professional and closing in on a 18-0 record, Topuris’s rise from underdog to two-weight UFC champion mirrors Montirex’s own rapid ascent within British sportswear. Founded in 2019, the brand has built a loyal following through performance-led products and a strong community focus. It has grown for a grassroots beginning into one of the UK’s fastest-rising names in the space. Both Montirex and Topuria have built their reputation through persistence and consistency.
A Campaign Built Around “El Matador”
The partnership launches alongside a cinematic global campaign directed by Alexis Belhumeir, charting Topuria’s career through symbolic playing cards representing different stages of his journey and alter ego “El Matador”. The film also references one of the fighter’s most recognisable post-fight rituals: leaving a single rose inside the octagon after a vistory as a token of respect for his opponents.
Speaking on the partnership, Topuria said the collaboration reflects a shared vision and ambition between athlete and brand. Montirex co-founder Daniel Yuen added that the fighter’s discipline and work ethic made the decision an easy one for the company.
