Veteran combat sports executive Loren Mack has departed the PFL mixed-martial arts promotion, joining the BKB bare-knuckle boxing promotion as chief marketing officer and executive vice-president of strategy.
In his new role, Mack will lead BKB’s audience and content growth efforts, overseeing corporate strategy on broadcasting and streaming marketing, and the development of its sponsorship portfolio.
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The latter of his two roles in particular will see him shape BKB’s enterprise and corporate strategy.
He departs PFL after a six-year stint where he had overseen communications strategy, investor relations, and brand marketing at the promotion during a period of aggressive expansion into numerous new markets.
Mack joined PFL in 2020 after an eight-year stint at rival MMA organization ONE Championship, the Asia-focused combat sports promotion, where he rose to vice-president of PR and communications, and before that also served at MMA giant UFC.
Speaking on Mack’s appointment, BKB chief executive David Tetreault said: “Loren brings a rare combination of strategic vision, marketing expertise, commercial leadership, and deep industry relationships developed over more than two decades in sports. His experience building global brands and driving business growth, which will be invaluable as we continue expanding our audience, strengthening our partnerships, and bringing BKB to millions of fans around the world.
“BKB has achieved extraordinary growth over the past several years, and we’re assembling an executive team capable of taking the organization to the next level.”
Mack himself added: “BKB has incredible momentum and has established itself as the largest and most-watched bare-knuckle boxing organization in the world. I’m excited to help continue to elevate the brand, expand its global footprint, develop new business opportunities, and introduce BKB to millions of new fans around the world.”
The series’ top-line numbered events are broadcast across North America on Vice TV (English-language coverage), NBC-owned US linear network Telemundo (Spanish-Language coverage), and in the UK and Ireland on the YouTube channel of major sports radio network TalkSport.
This announcement comes just a day after BKB after BKB announced a new multi-year partnership with energy drink brand Hydroshot.
As the newest official partner of BKB, Hydroshot will establish a branding presence at the series’ global events, beginning with its July 18 BKB 56 event at the 2,400-capacity The Novo at L.A. Live venue in Los Angeles, US.
Hydroshot is already active in the boxing space through individual athlete partnerships, and BKB says that its “young, highly engaged 21-to-40” age group audience is a key driver of interest in partnership deals.
At the beginning of July, BKB launched in the Mexican market for the first time through a partnership with the regional Zanfer Promotions agency.
That partnership will be inaugurated on September 19, when BKB super cruiserweight champion Julian Fernandez will defend his title in Tijuana, Mexico.
Zanfer will co-promote BKB events in Mexico, a major boxing market, as a means of aiding the promotion with its international expansion goals.
