The Professional Fighters League (PFL), the US-based mixed martial arts (MMA) series, has appointed Sean Loughlin as senior vice president for its global brand, digital, and social.

Loughlin joins from US-based sports and pop culture platform Barstool Sports where he spent just shy of six years, most recently as vice president of production. Prior to that he was head of video for the same business.

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Elsewhere, Loughlin has worked at the MLB Network (baseball), the NHL Network (ice hockey), NFL Media (American football), and ESPN.

The PFL intends to draw upon his experience and expertise in “brand development and content creation to drive growth across digital and social platforms”.

Peter Murray, chief executive of the PFL, said: “We're thrilled to welcome Sean Loughlin, a proven digital and sports content executive, to the PFL to spearhead global brand development, digital, and social content creation, and platform growth strategies.

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“Sean's experience working with some of the most influential media properties across sports and entertainment will strengthen the PFL's digital, storytelling, and fighter marketing capabilities.”

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Loughlin added: “One of the biggest keys to the Professional Fighters League's success has been innovation. Whether it is the format that allows the fighters to control their own destiny or the technology within the broadcasts, it is clear to me that the growth of the league has been because of their ability to be a disruptor.

“I'm excited to drive creative content and continued growth across digital and social media platforms as part of the PFL team.”

The PFL claims to be the number two MMA company globally, with live event coverage in 160 countries.

In recent weeks, it has struck broadcast deals with pay-television and over-the-top platform Mola TV in Italy, Singapore, Malaysia, and Indonesia, Saudi-owned free-to-air broadcaster MBC Group across the Middle East and North Africa, and with Vietnamese streaming platform FPT Play.

Other deals and renewals concluded by PFL in the last few months include collaborations with pay-TV operator Sky New Zealand, free-to-air US media heavyweight ESPN, UK broadcaster Channel 4, French pay-television operator RMC Sport, German combat sports platform Fighting.de, sports broadcaster DirecTV in South America, and Australian online streaming platform Stan.