Professional Fighters League and Legends Enter Strategic Partnership

The Professional Fighters League has announced a long-term partnership with Legends, a premium experiences company includes Legends taking a minority ownership stake in the PFL.

Legends will help create and execute unique experiences and opportunities for sponsors, partners and fans at PFL events. The partnership will focus on developing a range of services including sponsorship sales, ticketing, global planning, hospitality services, venue site opportunities, technology solutions and the development of a PFL training and production facility.

“Legends is an industrial-strength partner in areas that can turbo-change the PFL business,” said PFL Chairman and Founder Donn Davis. “The Legends business partnership and equity investment will accelerate PFL momentum and growth as we further build our audience and business upon our standing as the No. 2 MMA company worldwide.”

This partnership announcement comes days before the PFL Playoffs, a series of single-elimination playoff events on August 13, 19 and 27 at Seminole Hard Rock Hotel & Casino in Hollywood, Florida. The final four fighters from each of six weight-classes have single-elimination fights to earn a spot in the PFL World Championship, which is six title fights for $6 million.

“The leadership team at PFL has created a unique and burgeoning MMA league that is well-positioned for expansion in the years ahead,” said Legends President and Chief Executive Officer Shervin Mirhashemi. “We are excited to build upon PFL’s momentum and deliver innovative and impactful solutions that will drive business and further accelerate growth.”

The PFL 2021 season started in a bubble environment at the Ocean Casino Resort in Atlantic City, New Jersey, with former world champions Fabricio Werdum, Anthony Pettis and Claressa Shields all participating in the PFL for the first time this season.

“With 550 million fans around the globe, PFL is primed to capitalize on the underserved MMA market,” said PFL Chief Executive Officer Peter Murray. “We are thrilled to partner with the world-class organization and team at Legends to create unique and powerful opportunities for sponsors, partners and fans not available in any other sports league.”