PFL Strengthens Global Presence with Dafabet Partnership in Asia
The Professional Fighters League (PFL) has expanded its commercial portfolio with the addition of Dafabet, a Philippines-based sports betting company, as a regional partner. This strategic collaboration positions Dafabet as a key player in the Asian market, serving as a crucial partner for the PFL.
As part of the agreement, Dafabet will contribute content to engage MMA fans in the region, gaining access to social assets and premium footage. Specially curated content will be shared across both PFL and Dafabet’s digital channels, creating a dynamic synergy between the two entities. The partnership is set to span across PFL events in 2023 and 2024, offering a platform for the promotion to tap into the thriving Asian market.
Peter Murray, Chief Executive of PFL, stated, “Asia is one of PFL’s top growth markets, and with a leading partner like Dafabet, we aim to bring the thrilling world of MMA to an audience that has been underserved until now. This collaboration is a testament to PFL’s commitment to global expansion and engaging with diverse fan bases.”
John Cruces, Head of Sponsorships at Dafabet, added, “We’re very happy to be partnering up with PFL which is an exciting and forward-thinking MMA company. The sport is proving to be growing worldwide which we believe can only help us achieve mutual goals.”
This partnership follows PFL’s recent agreements with 888Poker, Takedown apparel brand, and Dude Wipes hygiene brand. The promotion is actively broadening its partnerships and recently made headlines by acquiring rival MMA series Bellator from US media giant Paramount. These strategic moves underscore PFL’s ambition to compete with the Ultimate Fighting Championship (UFC), the world’s largest MMA promotion.
In September this year PFL sold a minority stake (US$100 million) to SRJ Sports Investments, the sports-focused investment vehicle recently launched by Saudi Arabia’s Public Investment Fund. That investment came after the PFL raised $200 million from a group of investors including Ares, Knighthead, Luxor Capital, Waverly Capital, and Elysian Park Ventures. The series was last year valued at between $500 million and $1 billion.
As the PFL continues to bolster its global footprint, the partnership with Dafabet is a strategic step towards capturing the attention and engagement of MMA enthusiasts in the burgeoning Asian market.