On Sports Marketing: Professional Fighters League Building On Sport-Season Format, Fan Access To Fighters
By Alan Snel of LVSportsBiz.com
The Professional Fighters League, created in 2018 when it bought the former World Series of Fighting and turned it into the PFL, is carving out a niche in the MMA fight industry.
Las Vegas-based UFC might capture a lot of headlines — especially UFC President Dana White for staging fight shows through the pandemic — but PFL has Las Vegas offices and is staying relevant during this tough time for professional sports. New York-based Professional Fighters League believes it has separated itself as a unique MMA brand. In 2021, PFL will be staging events in a bubble environment similar to the NBA and NHL.
Here’s the LVSportsBiz.com 5 Questions feature with Professional Fighters League CEO Pete Murray, who has worked for organizations ranging from the NFL to Under Armour to William Morris Endeavor.
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LVSportsBiz.com: What is the PFL’s biggest new initiative?
Pete Murray: Professional Fighters League is a 24/7 media and entertainment company, and our biggest recent initiatives have centered on providing MMA fans with unprecedented access to our league, fighters and stories. This month we launched our new OTT platform, providing fight fans with free access to hundreds of hours of premium PFL content wherever they are, with no restrictions. The PFL MMA app is available on Apple TV, Roku, Fire, Android, and iOS devices. In addition to being able to watch PFL fight replays, fans can enjoy original storytelling from PFL Studios, a fully integrated global media division of the Professional Fighters League producing original MMA content for all platforms including television, digital and mobile. I drew inspiration for PFL Studios from my time with NFL Films and have assembled a top executive team, including Executive Producer and 16-time Emmy winner George Greenberg and Chief Digital Officer Dan Ghosh-Roy, to lead the effort. Also, we are monetizing the OTT platform through sponsorship and advertising opportunities for leading brand partners, in addition to microtransaction purchases for fans tied to gaming and exclusive content.
LVSB: How will you make PFL a distinct brand apart from UFC?
PM: We have already separated ourselves as a truly unique MMA brand, this is not me-too MMA. First, we introduced a differentiated sport-season format. We are the first organization to offer MMA fans the transparency and meritocracy of a sport-season format, with individual fighters competing in a Regular Season, Playoffs and Championship. Also, each champion in every weight class earns a million-dollar prize and a title. Next, is our use of technology. Our proprietary Smartcage delivers real-time fighter data and analytics that is incorporated into each broadcast and leveraged across PFL digital and social channels. We are the first in combat to introduce a Ref Cam, bringing fans inside the cage. Next season we look forward to providing kick speed and biometric data, such as heart rate. Finally, our focus on storytelling. Through PFL Studios we are telling the stories behind the league and our fighters in new and exciting ways. We are constantly innovating, and our commitment to changing the sport of MMA has been recognized by fans, brand partners and competitors.
LVSB: What will be PFL’s biggest revenue makers?
PM: PFL is a made-for-TV product, and we are well positioned to continue the positive momentum we experienced last season. Our innovative approach to MMA has sparked incredible interest from blue chip brands who are turning to MMA and the PFL to deliver a young, diverse and growing fan base. Gaming and sports betting will play a large role for the league moving forward, leveraging our proprietary SmartCage technology. We see incredible opportunity outside of the United States and are focused on international expansion. We’re excited about where we are and where we are headed.
LVSB: What is your biggest challenge in your new job and why did you take this job?
PM: All of my experiences – from the NFL, to Under Armour, to building my own business – led me to and prepared me for this opportunity with the PFL. MMA is the fastest growing sport in the world, and it’s dominated by one major player. I saw this as an opportunity to build a product and brand from the ground up, one that is differentiated, innovative and entrepreneurial. We’re on a journey to change the game, and we’re well on our way.
LVSB: How will PFL promote its fight events?
PM: For the 2021 season we will be staging our events in a bubble environment similar to what the NBA, NHL and other professional sports leagues have implemented. We are planning on beginning next season in May and hosting six regular season events through August. We will then have three playoff events in October, with two fighters in each of the six weight classes advancing to the final event on New Year’s Eve, where the champions will be crowned and awarded $1 million apiece. Our season format lends itself to storytelling before, during, and after events. Our technology lends itself to gaming and sports betting, which will be a part of the 2021 season. We will keep our fans engaged year-round, and our fighters are incentivized to win and win big for a chance to win that million dollar prize.
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