PFL partners with Legends for premium sponsorship and fan experiences


The sports services company is also taking a minority stake in the promotion of MMA.


  • The “360 degree” partnership includes sponsorship sales, ticketing, overall planning, hospitality services and technology solutions
  • The two sides will also focus on the development of next-generation PFL training and production facilities.
  • Legends valued at “$ 1.35 billion” after the Sixth Street investment in January

The Professional Fighters League (PFL) has entered into a long-term global partnership with the sports experience and services company Legends.

The deal will see Legends, headquartered in New York, working with the Promotion of Mixed Martial Arts (MMA) to create and execute unique and premium experiences and opportunities for sponsors, partners and fans. The partnership will focus on the development and optimization of a range of services, including sponsorship sales, ticketing, global planning, hospitality services, site opportunities, technology solutions and business development. a new generation PFL training and production center.

Additionally, Legends invested in PFL, securing a minority stake in the promotion.

“With 550 million fans worldwide, PFL is poised to capitalize on the underserved MMA market,” said Peter Murray, PFL CEO.

“We are thrilled to partner with the world-class Legends organization and team to create unique and powerful opportunities for sponsors, partners and fans that are not available in any other sports league.”

Shervin Mirhashemi, President and CEO of Legends, added, “The PFL management team has created a unique and growing MMA league that is well positioned for expansion in the years to come.

“We are excited to leverage the momentum of PFL and deliver innovative and impactful solutions that will drive business and further accelerate growth. ”

The deal was signed ahead of the next PFL playoffs, which will take place August 13, 19 and 27 at the Seminole Hard Rock Hotel and Casino in Hollywood, Florida.

The tie-up also adds to Legends’ list of partnerships, which includes a contract with Real Madrid covering the renovation of the Bernabeu stadium and the retail operations of the Spanish football giants.

Legends, which was founded with the backing of franchises from America’s major leagues, the New York Yankees and the Dallas Cowboys, also started the year with investment firm Sixth Street taking a controlling stake in the company. The acquisition of a reported 51% stake values ​​Legends at US $ 1.35 billion.

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