Timex, the USA-based international watchmaker, has sealed a multi-faceted global sponsorship and licensing partnership with mixed martial arts’ UFC.

This will see Timex serve as both UFC’s official timekeeping partner and official watch partner.

The brand will also become the organisation’s official licensing partner, whereby it will offer a variety of UFC-branded products such as wristwatches, health and fitness tracking-enabled watches, watch straps and clocks.

Dana White, president at UFC, said: “Now Timex is going to be associated with UFC's biggest moments as they're broadcast around the world. Timex is an iconic brand, and we're looking forward to having them as an official UFC partner."

Tobias Reiss-Schmidt, president and chief executive at Timex Group, added: “As the official timekeeper and watch partner of UFC, we can't wait to deliver iconic products that speak to the unique and diverse global UFC fanbase and celebrates UFC's biggest moments."

Earlier this month, UFC named CLMBR, the fitness equipment company, as its new official climbing machine partner.