The timing of maximizing his marketing might couldn't come at a better time for Garry, who's preparing to challenge for the UFC's 170-pound title against Islam Makhachev on August 15 to headline UFC 330 in Philadelphia.

Garry (17-1), a 28-year-old from Ireland, has emerged as a polarizing figure who's either loved or loathed since joining the UFC in 2021. Garry is 10-1 in the promotion and holds wins over Belal Muhammad, Carlos Prates, Michael Page and others.

“I have a lot of respect for Matchroom," Garry said in a statement. "Signing with their talent agency isn’t just a step outside of the octagon, it’s an extension of the same mission: be undeniable everywhere. This is about building a legacy — and this is just the beginning.

“Matchroom was built by a family that turned a vision into an empire, and that’s exactly the kind of legacy I love. My team is my family too; it’s how I operate, it’s how I win. Together we can continue to be disruptive and change the game.”

The signing also marks the second UFC star Hearn has plucked for his agency.

In March, amidst a back-and-forth battle with UFC head Dana White, Hearn sent shockwaves in the combat sports space by signing UFC heavyweight champion Tom Aspinall to his agency.

The marketing agency wars continued last week when Anthony Joshua, promoted by Hearn since turning pro in 2012, signed a commercial deal with CAA, a talent and sports agency with close ties to TKO Group.

“Since signing UFC heavyweight champion Tom Aspinall, we have been inundated with MMA athletes asking us to represent them," Heard said in a statement. "But we handpicked Ian because he was someone who we really wanted to work with – and someone we truly believe in.

“He is a phenomenal talent. He is one of the most charismatic and skilful fighters in the sport today. And on August 15, he will win the UFC welterweight championship. Beating Islam Makhachev will give Ian that superstar status he deserves and will make him one of the key figures in MMA."

Hearn has been vocal in recent months, speaking against Aspinall's current contractual situation with the UFC, and it remains to be seen what stance he takes with Garry.

"I'm not going to let Tom Aspinall fight for the kind of money that's in his contract," Hearn said. "To be involved in a fight against [Alex] Pereira or [Ciryl] Gane for literally 1/50th of the revenue of that show, f—k that. I won't let him do it. It's time those UFC fighters stop being mugs and start to understand that these people are taking advantage of them. They deserve better.

"My advice to Tom Aspinall will be, 'Don't you dare take that fight for the money that's in your contract.'

"I would like to propose that Dana White should be happy for Tom Aspinall, who is extremely unhappy, and he should release him of his obligations with the UFC.

"And he should allow him to go out and make considerably more for himself and his family because that's what Dana White's all about, isn't it? He'd be happy for Tom. So that's what I would like."