MMA organisation targets millennials in social media-focused content agreement.
The Professional Fighters League (PFL), the New York-based mixed martial arts (MMA) organisation, has entered into a strategic content, distribution and sales partnership with sports media company Wave.tv.
The partnership will see PFL content distributed across Wave.tv channels, which collectively reach more than 24 million users across Instagram, Twitter, Snapchat, TikTok, Facebook, YouTube, and other digital platforms.
Fight highlights and original short-form content are included in the deal, while the two parties will also work together on attracting brands to align with the programming.
“MMA is the growth sport of the decade, with more than 450 million young, passionate and loyal fans around the world. Professional Fighters League is committed to providing them with premium PFL content whenever, wherever and however they want it,” said Dan Ghosh-Roy, the PFL’s chief digital officer.
“70 per cent of our digital audience are millennials and Wave.tv is a modern sports media company that operates at the intersection of sports and entertainment. They are a perfect partner as we continue to expand our reach domestically and abroad.”
Launched in 2018, the PFL is backed by the likes of Washington Wizards and Capitals owner Ted Leonsis and Beats Electronics co-founder Jimmy Iovine.
The series’ deal with Wave.tv follows the launch of its own over-the-top (OTT) streaming service in August, and comes after a multi-year content distribution deal was signed with Eurosport India earlier this month.
Wave.tv’s existing portfolio includes more than 65 partnerships with rights holders and content owners, including Major League Baseball (MLB), Liga MX, IMG, Fiba, and the International Paralympic Committee (IPC).
Since its formation in 2017, the company has become the fourth-largest sports media entity in the US and fastest-growing globally, according to measurement solution firm Shareablee. With more than 3.2 billion monthly views, it has over 60 million followers and subscribers.
