After questioning ESPN’s support last year, Professional Fighters League (PFL) CEO John Martin says the promotion’s Brazil deal can create a “winning formula”.
When John Martin took over as Chief Executive of PFL last year, the former broadcast veteran didn’t hide his frustration with ESPN’s commitment to helping grow the MMA promotion’s brand.
Speaking to Insider Sport in October 2025, Martin said that securing media partners capable of increasing PFL’s visibility was a key priority, with the organisation’s US rights deal set to expire at the end of 2026.
“One thing that ESPN is currently not doing anything for us on is commitment to consistent scheduling on the linear networks and they’re not really marketing and promoting our brand,” he said.
“That’s critically important when you have a brand like ours where we need to increase our awareness.”
Since the interview, Martin has been looking at a roster of potential partners to replace the broadcaster, with reports suggesting that the promotion has spoken to platforms including both Netflix and Fox.
Why ESPN Brazil is different
The PFL announced a new multi-year partnership with ESPN Brazil last week, which will see the broadcaster become the home of live events in the market across linear television and Disney+ Premium.
The agreement covers PFL Global, PFL MENA and PFL Africa events, as well as additional programming including pre- and post-fight shows, official weigh-ins, press conferences, highlights and archive content.
In the announcement, Martin described ESPN as the “ideal partner” to help PFL improve its connection with fans in Brazil, a notable change from the concerns he raised about the broadcaster’s support last year.
Speaking to Insider Sport about why he believes this partnership can avoid the same challenges, he highlighted the structure of ESPN Brazil’s operation and its alignment with PFL’s ambitions.
“The Brazilian ESPN outfit has its own General Manager who understands and is excited by our vision,” he said.
Martin previously highlighted the importance of having media partners that could do more than distribute content, stating that the promotion needed broadcasters willing to help increase awareness.
The reach provided by ESPN Brazil will be important for PFL as the promotion tries to build a stronger global brand. Earlier this month, the organisation appointed Suzy Berkowitz as its first-ever Chief Communications Officer, another move that seeks to improve its visibility and audience growth.
“As with any new relationship, we’ll work closely together to understand how we can support each other and create a winning formula, and I can’t wait for PFL to partner with the leading sports broadcaster in Brazil and reach 12 million homes across the country,” Martin added.
Why Brazil matters
In response to questions about the deal, Martin stressed the importance of Brazil to driving PFL’s global expansion, highlighting the country’s connection with MMA and its influence on the sport as key factors in the country’s importance to the organisation.
“PFL is committed to working with broadcast leaders across international territories to ensure maximum exposure for our fight night experience, and Brazil is a special market for MMA,” Martin said.
“The country’s cultural impact on the sport cannot be overstated, and that’s why we’re extremely proud to have secured a deal with ESPN to broadcast our offering on linear and digital via ESPN Brazil and Disney+ in Brazil.”
Brazil has always been one of MMA’s biggest markets, producing some of the sport’s most notable stars while also playing an important role in PFL’s own roster. The promotion currently features several high-profile Brazilian fighters, including Cris Cyborg, whom Martin picked out as a key figure in the organisation’s history.
He continued: “Brazilians have achieved extraordinary accolades in PFL, not least the greatest women’s MMA fighter to grace the cage, Cris Cyborg.”
Under the new agreement, ESPN Brazil will also become the home of Cyborg’s retirement fight at PFL Tampa on 22 August 2026, where the promotion will celebrate the career of one of Brazil’s biggest MMA icons.
Martin has been quick to implement storytelling in the organisation’s strategy, which was also mentioned in Berkowitz’ comments when joining the company.
“Behind every great athlete is a story of resilience, sacrifice and determination. Those stories have the power to inspire people who may never step inside a cage,” Berkowitz said. “I look forward to helping shine an even brighter spotlight on the extraordinary athletes of PFL, creating the next generation of global sports stars.”
Given the significance of the event, Cyborg’s retirement fight will likely provide the first major test of whether ESPN Brazil can deliver the level of promotion and visibility that Martin has previously said PFL needs from its partners.
