Partnerships with FanDuel and talkSPORT highlight betting and media as core revenue drivers
Two of combat sports’ fastest-developing organisations, Professional Fighters League (PFL) and BKB Bare Knuckle Boxing (BKB), have announced new partnerships designed to deepen audience engagement and unlock new revenue channels via sports betting and broadcast media.
On June 12, the PFL announced that FanDuel will serve as its Official US Sports Betting Partner. The partnership begins with the 2025 PFL World Tournament Semifinals in Nashville, and gives FanDuel exclusive access to integrate betting odds into live broadcasts and branded segments.
The agreement mirrors similar moves by larger US sports properties. The NFL added FanDuel, DraftKings, and Caesars as official betting partners in 2021, while the UFC partnered with DraftKings the same year in a deal reported by CNBC to be worth over $350 million.
According to Mike Chioditti, SVP of New Business at PFL, “Betting is a key engagement driver for today’s sports audience.” FanDuel SVP Karol Corcoran added that the collaboration “enhances the experience of wagering on PFL events.”
PFL, which promotes itself as MMA’s only “season-style” league with a global broadcast footprint in over 190 countries, is aiming to establish deeper digital experiences through data, interactivity, and betting integration.
BKB focuses on UK growth with talkSPORT broadcast rights
BKB, which has expanded significantly since acquiring the original UK-based bare-knuckle promotion in 2024, has signed an exclusive deal with talkSPORT to stream its events and provide editorial support across radio and digital platforms in the UK and Ireland.
The deal gives BKB a media partner with a strong domestic presence. According to News UK, talkSPORT Boxing is one of the UK’s fastest-growing YouTube sports channels and part of the wider talkSPORT network, which includes DAB radio, online platforms, and mobile streaming.
“This is a testament to the sport’s growing mainstream popularity,” said Greg Bloom, CEO of BKB, in a statement announcing the deal.
talkSPORT Director of Audio Dennie Morris described the agreement as a growth opportunity for both sides. “talkSPORT’s Boxing channel will continue to go from strength to strength with this new partnership,” he said.
BKB has made a concerted push toward international recognition. In addition to the talkSPORT deal, it has legalised betting around its events, secured a broadcast agreement with VICE TV in the US, and expanded its event schedule to multiple UK and US cities.
Commercial implications reflect broader industry trends
These deals place PFL and BKB in line with industry peers that have successfully used media and betting partnerships to grow their fanbases and revenue. The UFC’s 2021 betting deal with DraftKings was described by CNBC as one of the largest sponsorships in MMA history, while Bellator MMA previously partnered with Showtime to combine live sport with premium content offerings.
Research from PwC’s Sports Industry Outlook (2023) noted that media rights and regulated sports betting are two of the fastest-growing revenue verticals for emerging sports properties, especially among younger and international audiences.
