The Professional Fighters League (PFL) mixed martial arts (MMA) promotion has bolstered its commercial partnership slate, adding Govx, the e-commerce site for military, public service, and government personnel, as a new sponsor for the 2026 season.
Under the agreement, Govx becomes an official partner of PFL, with the platform set to offer discounted tickets of up to 25% for PFL events in North America during the 2026 schedule to its membership - which amounts to over 12 million.
As part of the agreement, Govx will gain in-venue branding and broadcast promotion during North American PFL events, while the platform will also serve as the event presenter of the PFL San Diego event on June 27 at Pechanga Arena San Diego.
Govx chief executive Alan Cole said: “We are thrilled to officially partner with PFL and bring one of the world’s leading combat sports organizations to a deserving community.
“Through our partnership, we look forward to bridging the gap between MMA athletes and the service community by offering exclusive access to those who truly understand what it means to train, fight, and win.”
The new agreement comes on the back of the PFL’s global visibility push, having recently secured several rights deals, most recently with ABX, the Belgian TV channel of French media group Mediawan, ahead of the promotion’s PFL Europe event in Brussels.
Elsewhere in Europe, the PFL extended its rights tie-up in Germany and surrounding markets with subscription service DAZN DACH, which will continue to provide coverage of the main series, PFL Africa, and PFL MENA across Germany, Luxembourg, Switzerland, Austria, and Liechtenstein.
Earlier this month, the PFL also announced a new deal with pay-TV operator Sky New Zealand (NZ) for the 2026 season, which will see Sky NZ air all 16 PFL Global events in 2026, and also added sports technology firm Sportradar to distribute its betting data and betting streaming rights.
The PFL’s exclusive agreement with Sportradar sees the firm sit at the center of the PFL’s global betting and gaming strategy, covering its entire sports betting ecosystem, including betting data, odds formation, live broadcasts, real-time betting wagers, and fan engagement initiatives.
Other broadcast deals landed this year, meanwhile, include tie-ups with Movistar+, the streaming platform of the Spanish pay-TV heavyweight, France’s RMC Sport, which provides coverage of all PFL events across France, Monaco, Andorra, Luxembourg, and Switzerland, and Japan’s U-Next.
Ahead of the 2026 season, PFL also announced a new deal with a Chinese sports streaming platform earlier this month, while FSM Rights, a division of major US network Fox Corporation, secured rights across Mexico and Central America.
A key focus for PFL is now to secure a new media rights deal in the US, with the promotion’s existing agreement with sports network ESPN expiring later this year.
In a recent interview with GlobalData Sport (Sportcal), Martin, who was appointed as CEO in July last year, stated that agreeing a new deal in PFL’s home market is his “biggest priority” this year.
ESPN has agreed several renewals with PFL since initially acquiring rights in 2019, with the most recent extension - a multi-year agreement - struck in 2023.
The broadcaster, however, recently lost rights to PFL's rival UFC, with media giant Paramount securing a blockbuster seven-year, $7.7 billion agreement, putting ESPN in danger of potentially losing two MMA properties if a renewal with PFL isn’t reached.
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