The Professional Fighters League (PFL) has officially entered a multi-year strategic partnership with global consumer internet and media powerhouse Sporty Group, with a shared mission to grow Mixed Martial Arts (MMA) across Africa—a continent known for its youthful energy and rapid growth.
This collaboration will support the launch of PFL Africa, a groundbreaking regional league, while also expanding fan engagement through Sporty Group’s extensive media platforms and in-market expertise.
Multi-Platform Media Integration
Sporty Group will activate the partnership through its complementary brands such as SportyTV, Sporty.com, Sporty Studios, SportyBet.
Unprecedented Reach Across Africa
SportyTV, a leading free-to-air broadcaster, will deliver extensive coverage of PFL’s global and regional programming—including the PFL World Tournament, PFL Champions Series, and international leagues like PFL Africa, PFL Europe, and PFL MENA. All content will also be simulcast on SportyTV’s app and YouTube channels, expanding access to millions of MMA fans across digital and mobile platforms.
With over 42 million TV households reached via free-to-air distribution and a robust digital footprint, this partnership represents one of the largest and most accessible MMA content offerings ever delivered across Africa.
Sporty Group Strategic Sponsorship & Fan Engagement
SportyBet will launch an integrated activation campaign starting with PFL Africa’s inaugural event in Cape Town on July 19, followed by Johannesburg on August 9. The sponsorship will span live events, broadcast integrations, and digital channels—bringing fans closer to the action.
“This is more than a sponsorship—it’s a strategic alliance to unlock Africa’s massive MMA potential,” said Elias Schulze, General Manager of PFL Africa. “Sporty Group’s innovation and reach make them the ideal partner to build the future of African MMA.”
“We’re excited to partner with PFL to bring world-class MMA to Africa,” added Elias Gallego, VP of Business Development, Marketing & Media at Sporty Group. “This partnership aligns perfectly with our mission to deliver premium entertainment across our core markets.”
PFL Africa Season Highlights
The inaugural PFL Africa season will feature 32 fighters from 15 African nations, competing across four divisions for regional titles and a pathway into PFL’s global ecosystem.
