Sports technology firm Sportradar will distribute betting data and betting streaming rights for the Professional Fighters League (PFL) mixed martial arts (MMA) promotion as part of a wide-ranging deal aimed at expanding the league’s commercial footprint.
The exclusive agreement will see Sportradar 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.
Specifically, Sportradar will distribute data and audiovisual materials to licensed sportsbook operators through its Watch & Bet network, allowing the league to reach new fans in international markets and generate new revenue opportunities.
Meanwhile, Sportradar’s access to official PFL data will allow for the creation of multiple live betting markets, where bettors can place bets during fights.
PFL chief executive John Martin said: “Partnering with Sportradar allows the PFL to offer a high-level betting product, compatible with the scale, professionalism, and global ambition of our league.
From live streaming and official data to real-time betting and fan engagement tools, this partnership strengthens our commercial offering and supports long-term growth as the PFL continues to expand its global calendar of events.”
The new partnership comes amid a huge growth period for PFL, having recently secured a slate of international broadcasters to boost its visibility, most recently adding Movistar+, the streaming platform of the Spanish pay-TV heavyweight, as a new partner.
The league also struck a multi-year tie-up in France with RMC Sport to provide coverage of all PFL events across France, Monaco, Andorra, Luxembourg, and Switzerland.
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 the 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.
PFL has also seen a significant change to its senior leadership team in recent months, with founder and chair Donn Davis departing from his long-standing role with the promotion in late January.
This coincided with the organization revealing the completion of a capital raise, with existing investors Knighthead Capital and 885 Capital taking control.
Davis’s exit came just a week after long-serving executive Peter Murray, who transitioned away from the chief executive role in 2025 to lead the organization's international business, stepped away entirely.
Read: Preparation meets opportunity as PFL makes global mark
