Luke Sport Partner With UK Heavyweight Joe Joyce In Mutli Fight Deal

Jul 16, 2021

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Midlands-based Sporting Group International (SGI) are delighted to announce they have secured Luke Sport, one of the UK’s leading sports apparel and fashion brands, on a multi-fight agreement to become the official apparel partner of undefeated UK heavyweight Joe Joyce.

The multi-fight deal announced by SGI today will ensure Luke Sport provides its technical apparel products to Joe and his team for training camps and fight nights, as well as a range of fashion items.

The iconic Luke Sport branding will be visible on Joe’s fight night attire as well as his training range, which will increase the brand’s awareness and exposure.

Simon Poole, Managing Director of Luke Sport said, “We are delighted to welcome Joe to our growing stable of British stars. The team at Luke are massive boxing fans and it’s a privilege to be able to work with such a superb fighter. Joe will be at the forefront of the launch of our new performance teamwear range, the collection is our first fully recycled collection. We are excited to join Joe and his team on their journey to the ultimate prize in boxing.”

Joe Joyce is currently undefeated in 12 fights, with 11 wins coming by way of knockout. He is the current British, Commonwealth, WBC Silver, WBO International and European Heavyweight Champion. His next fight is against Carlos Takam on the 24th July at Wembley Arena.

Joe added “I am excited to be working alongside such an iconic British menswear brand as LUKE . I was impressed with the socially responsible angle of their fully recycled sports collection, as well as the athletic quality of their apparel.  I am delighted to be in partnership with them. The opportunity to create a fully recycled sports collection is the added extra that I was looking for in an apparel partner.  I look forward to having LUKE in my corner as my fights get bigger and bigger”

This announcement further expands SGI’s portfolio of sponsorship activity in recent times after completing deals in the UK, India and the USA.

Charlie Bannister, Head of Sponsorship at SGI, commented ‘We are delighted to have brokered this partnership between one of the UK’s leading apparel brands with one of the world’s best heavyweight boxers. The Luke performance range is extremely well designed and manufactured, producing only the highest quality apparel. I’m looking forward to seeing Joe’s bespoke range come to life on his journey to becoming world heavyweight champion!”


In its 20th year of trading Luke is a privately owned, British men’s clothing company. Luke Roper, the Creative Director and Co-founder continue to be at the forefront of the brand. The evolving nature of fashion now means the brand’s sports performance ranges are coupled with quality men’s fashion clothing for today’s athletes and fans/supporters alike. During the last 20 years, the company has developed a strong online presence and built a solid network of 15 unique standalone LUKE sites. The brand offers an exclusive look for an inclusive country: The United Kingdom of LUKE.