The PFL is accelerating its African expansion through a wide-ranging deal with Sporty Group.
The Professional Fighters League (PFL) has revealed a multi-year partnership with Sporty Group to increase MMA visibility across Nigeria, Ghana, Kenya and South Africa.
Announced July 17, the agreement will see Sporty Group power all aspects of PFL’s regional and global expansion across the continent. The deal includes broadcast, digital media, betting sponsorship and original content production.
“This is more than a sponsorship or distribution announcement, it’s a strategic alliance between two organisations with a shared vision for unlocking the massive potential of MMA across Africa,” said Elias Schulze, General Manager of PFL Africa.
“Sporty Group has a proven track record of digital innovation, mass-market reach, and fan engagement across the continent. Together, we’re building the future of African MMA.”
SportyTV, a major free-to-air broadcaster, will air PFL global programming, including the World Tournament, Champions Series, and regional leagues like PFL Europe, PFL MENA and the newly launched PFL Africa, which debuts on July 19 in Cape Town.
Content will also be simulcast on the SportyTV app and YouTube channel, reaching an estimated 42 million households.
Additional support will come through Sporty Group’s wider ecosystem. The MMA promotion as named SportyBet the official betting partner of PFL Africa.
Sporty.com will cover the competition with news, analysis and results and Sporty Studios will produce original content and behind-the-scenes programming, promising to bring fans closer to the fighters and stories shaping the league.
The inaugural PFL Africa season will feature 32 fighters from 15 countries competing across four weight divisions. The opening event in Cape Town will be followed by a second fight night in Johannesburg on August 9.
While UFC waits, PFL deepens roots in Africa
Despite being home to multiple former champions, Africa remains the only major region where the UFC has never hosted a fight night or pay-per-view.
The continent has produced stars like Francis Ngannou from Cameroon, Kamaru Usman and Israel Adesanya from Nigeria, who have all held titles in the UFC, but never fought professionally in their hometowns.
UFC President Dana White has expressed interest in hosting an African event. Ambition regained momentum recently with the rise of Dricus du Plessis, the South African fighter who claimed the UFC Middleweight belt earlier this year.
However, the UFC’s focus appears to have shifted to the Middle East, announcing its first-ever event in Qatar earlier this month.
The PFL, on the other hand, has made Africa central to its global expansion strategy.
Last year, it signed a broadcast deal with SuperSport, giving PFL and Bellator year-round coverage across Sub-Saharan Africa. At the time, PFL SVP James Frewin called the region a “priority market”.
Following its acquisition of Bellator, the PFL has moved quickly to launch multiple regional leagues, including PFL Europe, PFL MENA, and now PFL Africa.
“Sporty Group’s mission is to deliver excellent entertainment for our users – often in partnership with the best,” said Elias Gallego, VP of Business Development, Marketing and Media at Sporty Group.
“Seeing the PFL’s fast growth and commitment to Africa, one of our core markets, we knew we had found a partner to offer MMA on the continent in a big way. We are excited for what’s ahead.”
