By Gary Symons
TLL Editor in Chief
The UFC is making a strategic move to bolster its merchandising power, announcing that Andrew Lelchuk has been named Director of Licensing.
With this appointment, Lelchuk steps into the octagon of retail, overseeing all aspects of UFC-branded hardline and softline products across North and South America.
In his new role, Lelchuk will grapple with expanding UFC’s licensing footprint by working closely with IMG Licensing, UFC’s exclusive licensing agency, to secure fresh business opportunities.
He will also look to put merchandising efforts in a dominant position by collaborating with new and existing retail partners, maximizing growth through innovative product placement, promotional strategies, and joint marketing efforts.
“Having worked across nearly all product categories spanning all corners of the industry, Andrew’s deep relationships and experience will be a vital asset to our business, and we’re thrilled to add him to our team,” said Meghan Mernin, Vice President of Licensing at UFC.
Lelchuk brings a championship-level resume to the UFC, having held key licensing and branding roles in the music, entertainment, and lifestyle industries.
His past experience includes heavyweight companies such as Universal Music Group, Warner Bros., Disney, Ralph Lauren, Ocean Pacific, and Bandai Namco, where he specialized in driving consumer and fan engagement through merchandise and marketing activations.
With UFC’s global brand continuing to throw powerful punches in the sports world, Lelchuk’s appointment is expected to strengthen its grip on the merchandising landscape, ensuring UFC-branded products remain at the forefront of the fight game’s retail arena.