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PFL teams up with Legends for premium sponsorship and fan experiences

Sports services company also takes minority stake in MMA promotion.

4 August 2021 Ed Dixon
  • ‘360-degree’ partnership includes sponsorship sales, ticketing, global planning, hospitality services and technology solutions
  • Both parties to also focus on development of next-gen PFL training and production facility
  • Legends valued at ‘US$1.35bn’ following Sixth Street investment in January

The Professional Fighters League (PFL) has landed a long-term, comprehensive partnership with sports experiences and services company Legends.

The agreement will see New York-headquartered Legends work with the mixed martial arts (MMA) promotion to create and execute premium, unique experiences and opportunities for sponsors, partners, and fans. The partnership will focus on developing and optimising a range of services including sponsorship sales, ticketing, global planning, hospitality services, venue site opportunities, technology solutions, and the development of a next-generation PFL training and production facility. 

In addition, Legends has made an investment in PFL, securing a minority ownership stake in the promotion.

“With 550 million fans around the globe, PFL is primed to capitalise on the underserved MMA market,” said PFL chief executive Peter Murray.

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

Shervin Mirhashemi, Legends president and chief executive, added: “The leadership team at PFL has created a unique and burgeoning MMA league that is well-positioned for expansion in the years ahead.

“We are excited to build upon PFL’s momentum and deliver innovative and impactful solutions that will drive business and further accelerate growth.” 

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

The tie-up also adds to Legends’ partnership roster, which includes a contract with Real Madrid covering the renovation of the Spanish soccer giants’ Bernabeu Stadium and retail operation.

Legends, which was founded with backing from US major league franchises the New York Yankees and the Dallas Cowboys, also began the year with investment firm Sixth Street taking a majority stake in the company. The acquisition for a reported 51 per cent holding values Legends at US$1.35 billion.


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