Mixed martial arts' Professional Fighters League (PFL) has struck a commercial deal with the EFX Sports nutritional and bodybuilding supplements brand.
Through a tie-up unveiled yesterday, EFX Sports becomes the MMA league's official sports supplement brand in the US.
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PFL athletes will, from now on, be provided with products from the EFX range "to fuel their rigorous training regimens and fights."
In addition, the two parties will work together to "develop a co-branded product," while from next year, the EFX Sports logo will appear on the canvas inside the PFL SmartCage (in which structure fights take place).
John Martin, chief executive (CEO) at the PFL, has said: "Like the PFL, EFX Sports is pushing the boundaries of innovation within the sports industry. We believe this collaboration can further the space of MMA, ensure fighter safety, and create the next generation of athletes.”
Jeff Golini, EFX Sports' CEO and co-founder, added: "The PFL represents the future of combat sports … Our mission is to give these elite athletes every natural advantage possible to dominate in the cage and recover stronger.”
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By GlobalDataThrough the agreement, Golini will become the PFL's official performance nutrition advisor.
Earlier this month, the PFL announced a new broadcast agreement with cable channel Vice TV to bring its international mixed martial arts (MMA) events to US audiences.
The deal will see Vice TV provide exclusive coverage of 10 international PFL MENA and Africa events, including both the MENA Championships on December 5 from Saudi Arabia and the Africa Championships on December 20 from Benin, West Africa.
Read: Preparation meets opportunity as PFL makes global mark
