Expansion and Distribution Highlight PFL’s Rise to the Top of MMA World

As the Professional Fighters League (PFL) nears its half-decade mark, the US-based mixed martial arts (MMA) promotion’s rise has certainly been undeniable. In just almost five short years, the league has evolved into what many in the industry consider to be one of the top MMA promotions.

However, not even the UFC has been able to achieve what the PFL has in just a short amount of time, which only solidifies the PFL’s claim of being the fastest-growing sports league in the world.

As with any and every sports league in the world, multiple factors have contributed to the PFL’s steady and continuous success. For PFL CEO Peter Murray, among those factors have been the league’s solid efforts for global expansion and distribution.

Speaking to Ariel Helwani on an episode of The MMA Hour back in August, Murray detailed exactly what metrics have contributed to the PFL becoming the number two MMA promotion in the world, “By all metrics in all sports, we’re the number two in the world. As you look at the quality of the production, the caliber of the roster, broad reach in terms of our premium distribution, access for fans – US and international, we’re distributed at 160 countries, our commercial business.”

In the United States and North America, the PFL has had a long-standing partnership with ESPN, perhaps the biggest sports broadcasting company in the region – and the world. Globally, the league has linked up with distributors such as DirecTV in South America, RMC Sport in Europe, MBC Action in the Middle East, ESPN in Africa, Mola TV in Asia, and many others.

PFL: Its global expansion

Being distributed and broadcast all over the world, however, is just one of the steps that the league has taken toward its continuing mission of global expansion. Earlier this season, the PFL took their show overseas for the first time in history, holding back-to-back playoffs events in the United Kingdom. This served as a precursor for the league’s next move: a Europe-based tournament.

In 2023, the PFL will launch PFL Europe, which will feature up-and-coming fighters from the region competing in a tournament to crown champions, who will in turn earn a spot on the PFL’s main regular season tournament. Later on, the PFL also plans to implement the same regional tournament-style format in other areas, such as the United Arab Emirates, Asia, and so on. This all ties into the PFL’s vision of becoming the ‘Champions League’ of MMA.

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The league’s expansion also includes constructing a roster of the best fighters in the world on all levels, from up-and-comers to more established names. In the past few years, the league has done an amazing job of bringing in big names, some of which include the likes of Anthony Pettis, Rory MacDonald, Fabricio Werdum, Jeremy Stephens, and even world champion boxer Claressa Shields.

In the last few weeks, the league has already added even more stars like Shane Burgos, Thiago Santos, Marlon Moraes, and an up-and-coming talent in Biaggio Ali Walsh, grandson of the legendary Muhammad Ali.

PFL and free agent athletes

Murray shared that they’ve also become active when it comes to engaging in talks with free agent fighters, signaling that there could be more big names headed towards the PFL SmartCage.

“We’re in all those, all the conversations when fighters go into free agency. Now, we’re a global brand and we’re trusted…and we have proven that we have a model that works and we’re built for the long term and it’s now an alternative, not just fighters who are on the come-up, but established fighters who are ranked in the top 10, top 5, top 3, and number 1.”

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“We’re here to stay, and we’re here to play and compete, and not only are we gonna develop our own talent through our system, we’ll certainly continue to sign major fighters,” Murray added.

While the fighters indeed contribute greatly to the league’s success, Murray explains that it’s a combination of that and many other factors as well.

“At the end of the day, without great fighters, nothing matters. But our differentiators – the sports season format, the technology, as well as our storytelling, – you combine that, it’s different. It’s premium, it’s innovative, and it’s a new experience for fans, and we cater to avid MMA fans.”

“Fans of other properties, they want access to more quality MMA, and we also have the data that the PFL is bringing over non-avid fans, because of our true sport principles.”

The promotion’s success

For Murray, the PFL’s success isn’t about ultimately becoming the number one promotion in the world. Instead, it’s more about the growth of the PFL, as well as the sport of MMA.

“We’re happy about our leadership position as number two. There’s so much growth ahead, A, for the sport, B, for the PFL, and we’re not concerned about anyone else in the sport,” he said. “We’re focused on what we’re building, and quite simply, our focus is on advancing the sport, growing the sport around the world, and giving fighters an alternative and an opportunity to compete on a major stage against top competition here in the US, and now internationally.”

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As the PFL continues to expand and grow in terms of distribution, global reach, and roster quality, among other metrics, the league will continue to see steady success. For them to be at this level in just under five years is a testament to the work that the league has put in order to indeed become one of the top names in the MMA world today.