SPORTEL Monaco: PFL on the role of betting in its MMA disruption mission
Credit: YES Market Media / Shutterstock

The recent trend of crypto betting and casino operators seeking exposure in MMA continues, as the Professional Fighters League (PFL) announces a deal with Cloudbet.

An online crypto casino and sportsbook accepting bets in Bitcoin, Cloudbet has become the official sports betting partner of the PFL, which is chasing a podium spot among the world’s leading MMA organisations.

The multi-year arrangement will commence with the PFL’s Road to Dubai Champions Series event on 25 January. The MMA promotion hopes to step up engagement with its audience by combining its ‘innovative approach to fighting with its new partner’s crypto sports betting offering.

“We are excited to announce our new long term partnership with Cloudbet,” said Damian Willoughby, EVP Global Partnerships at PFL.

“Cloudbet are forging a reputation as a trailblazer in the industry through their innovative approach and world class suite of products. 

“We believe this is synonymous with the PFL and are elated to collaborate with Cloudbet to bring a fresh and premium experience for our fight fans around the world.”

Crypto betting partnerships in MMA are nothing new. The past few years have seen a number of crypto-oriented bookmakers and casinos look for marketing exposure in the sport, particularly in its most high-profile promotion, the UFC.

Online bookmaker Stake, arguably the most prominent of the various online crypto sportsbooks active across multiple markets, has partnered with both the promotion itself and some of its prominent fighters like Israel Adesanya and Alex Pereira.

For the PFL, engagement with the betting sector forms part of the promotion’s growth plans. The company brands itself as the ‘Champions League of MMA”, based on its format as a league-oriented tournament, a unique structure among other MMA promotions.

Taking questions from Insider Sport at the SPORTEL Monaco conference, James Frewin, PFL’s International Managing Director, explained that working with betting falls in line with the league’s mission of ‘innovation and disruption’.

“We’re really excited about the gaming space in general. Again, our approach is all about innovation and disruption, so we’re trying to create different angles that allow it to become a more exciting product,” he said.

Previous articleAll Premier League clubs clear of PSR violations for 2021-24 cycle
Next articleSBC unveils iGamingExpert.com – its new brand for iGaming coverage