Bare Knuckle Fighting Championship introduces LIONS NOT SHEEP as official apparel partner

Bare Knuckle Fighting Championship (BKFC), the fastest growing combat sports promotion in the world, is excited to announce that leading combat sports lifestyle brand LIONS NOT SHEEP is now the official apparel partner of BKFC athletes and events heading into Saturday's BKFC 34 event at Seminole Hard Rock Hotel & Casino in Hollywood, FL, LIVE on the BKFC app

Led by Founder Sean Whalen and TapouT Co-founder Dan Caldwell, LIONS NOT SHEEP is one of the fastest-growing apparel brands in the world of combat sports, achieving almost $20 million in sales in 2022, all direct to consumer. Many BKFC athletes are already sponsored by LIONS NOT SHEEP; now all BKFC fighters will have the option to be outfitted with specially designed LIONS NOT SHEEP walkout gear and performance attire on fight night.

BKFC CEO/Founder David Feldman, Whalen and Caldwell agree that BKFC and LIONS NOT SHEEP is a perfect combination.

Whalen: “We are really excited about our apparel partnership with the BKFC. As someone with a handful of MMA fights myself I love the sport and couldn’t think of a better alignment than our brand LIONS NOT SHEEP which advocates people becoming self-sufficient and fiercely independent, and the fastest growing fight organization, with the baddest fighters on earth, BKFC.” 

Caldwell: “BKFC is what people want to see right now. I was there at the beginning of the UFC 25 years ago, and watched it grow into what it is today. This is exactly what is happening with the BKFC today.  It’s the next greatest fighting show on the planet. It’s amazing to have our two organizations come together. It’s the perfect fit and timing. LIONS NOT SHEEP isn’t just a brand; this is a movement of leaders. A movement started by lions for lions, and you can’t step into the BKFC Squared Circle if you’re not a lion.” 

Feldman: “We’ve had many discussions with apparel and lifestyle brands over the years, and it’s clear that LIONS NOT SHEEP is the best fit for BKFC, its fighters and fans. The people behind this brand believe in BKFC, and we believe in their mission as well. We’re excited for the opportunities that this partnership will bring our fighters, fans, and the two organizations.  We look forward to making both BKFC and Lions Not Sheep household names in the next two years.”

About Bare Knuckle Fighting Championship (BKFC)

Bare Knuckle Fighting Championship (BKFC) is the first promotion allowed to hold a legal, sanctioned, and regulated bare knuckle event in the United States since 1889. Based in Philadelphia, and headed by President and former professional boxer David Feldman, BKFC is dedicated to preserving the historical legacy of bare knuckle fighting, while utilizing a specifically created rule set that emphasizes fighter safety. BKFC holds all of its bouts in a revolutionary circular four-rope ring, designed to encourage fast-paced and exciting bouts. The patented BKFC “Squared Circle” contains scratch lines, based on the Broughton Rules which governed bare knuckle fighting in the 19th century, and which requires fighters to “Toe the Line”: start every round face to face, and just inches apart.

In BKFC, only those fighters who are established professionals in boxing, MMA, kickboxing, or Muay Thai are allowed to compete. The referees and judges are required to have extensive professional combat sports experience. All fights are held under the auspices and control of an Athletic Commission. Unlike other fighting organizations and combat sports internationally which claim to be “bare knuckle”, but require wraps, tape, and gauze; BKFC is true to its word as fighters are not allowed to wrap their hands to within one inch of the knuckle. This makes BKFC unquestionably the truest form of bare knuckle fighting. BKFC is dedicated to not just creating the safest, most exciting, and highest-level bare-knuckle fighting organization in the world, it’s also leading the way for a new fully recognized professional combat sport. BKFC is truly the sport of the future, which fully respects its remarkable past.


Lions Not Sheep was Founded by Sean Whalen in 2014 it slowly amassed a following until it became a movement. A movement of individuals who have chosen not to be mediocre, not to be ordinary, and to never quit. Made of people who are willing to risk it all by bravely forging their own path where there was none. At Lions Not Sheep you have two choices. To LEAD or to be LED. We are a generation of LEADERS. We are a generation of LIONS. To Learn More Please Visit:

Check out our Events page for the next BKFC event in your area, and keep up to date on all the happenings in the Squared Circle with the new and improved BKFC app.

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