UFC president Dana White kicked off fight week with a couple of knockout moments at the Fanatics Collectibles store in London.
In town for UFC Fight Night 270, White took in the Regent Street destination and opened their brand new Regency Lounge VIP room.
Dana White opens the VIP Regency Room at the Fanatics Collectibles store
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White opens the VIP Regency Room at the Fanatics Collectibles store on Regent StreetCredit: Fanatics
A keen card and memorabilia collector, it was a no-brainer for the MMA chief who regular thrills fans with his 'Rip It Friday' videos.
In the segment, White breaks a selection of Topps cards and then gives them away to lucky fans on social media.
UFC products including Midnight, Royalty, and Stadium Club have all been opened and handed away to delighted fight fans.
Seeing as White was in England, he decided to open up a box of Topps Chrome Sapphire Premier League.
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The newly-released product is highly sought after with cards already selling for thousands.
And the UFC president's luck was in as he stunned everyone by pulling one of the most coveted cards of the set.
Fittingly in London, he pulled a 1/1 John Terry Infinite Sapphire card, which will be wanted by Chelsea fans across the globe.
As the collectibles boom continues, White also made sure he left with a couple of stunning pick-ups too.
Along with several other graded cards, he landed himself a 2023 Topps Finest MLS Lionel Messi Gold Finest Idol card valued at £3,000.
He wasn't finished there either, on a guided tour he created a 1/1 of his own using the in-store photo booth.
Dana White holds up his incredible John Terry 1/1 card
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White packed a stunning Terry 1/1 card while visiting the Fanatics Collectibles store in LondonCredit: Fanatics
Dana White joins a box break on Fanatics Live
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White joined a box break on Fanatics Live as he showcased his love of collectiblesCredit: Fanatics
Meanwhile, he also opened boxes of UFC Royalty as he made a guest appearance on the Fanatics Live platform in the innovative central London store.
It came on the same day that Bantamweight great Merab Dvalishvili held a meet and greet there to bring fans even closer to the action.
UFC Fight Night 270 will see Movsar Evloev and Englishman Lerone Murphy compete at the O2 Arena in a featherweight bout.
The winner will then be looking to take on champion Alexander Volkanovski.
UFC Fight Night 270 Main Card
Featherweight - Movsar Evloev vs Lerone Murphy
Featherweight - Luke Riley vs Michael Aswell
Welterweight - Michael Page vs Sam Patterson
Light Heavyweight - Iwo Baraniewski vs Austen Lane
Middleweight - Roman Dolidze vs Christian Leroy Duncan
Featherweight - Kurtis Campbell vs Danny Silva
As well as hosting White at their London store, the brand are also gearing up for the Fanatics Flag Football Classic.
The five-on-five football tournament featuring several current and former NFL players.
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NFL icon Tom Brady and Philadelphia Eagles star Jalen Hurts will quarterback for Founders FFC, while Joe Burrow and Jayden Daniels go under center for Wildcats FFC.
The event will be held at the BMO StadiuminLos Angeles and promote the sport's entrance to the Olympic games at LA 2028.