Digital first publisher LADbible Group has entered a strategic partnership with mixed martial arts franchise the Professional Fighters League (PFL). The collaboration comes as the US-backed PFL sets out to establish itself on European soil via a strategic joint venture with global sports streaming platform DAZN
The deal, which commenced this weekend (March 25), with PFL1 in Newcastle, will see LADbible subsidiary SPORTbible on site at PFL events throughout the season. The SPORTbible team will work with PFLI to create behind the scenes content such as fighter interviews, ringside action, and newsy articles focused on the league. After Newcastle, future PFL venues include Berlin (July 8), Paris and Dublin.
Commenting on the new partnership, James Frewin, SVP of PFL International, said, “We’re delighted to bring LADbible onboard as a strategic partner for PFL Europe. As we continue to strive to innovate the sport of MMA, adding their expertise will play a huge part in the growth of our brand, not just in Europe but globally.”
Josh Akers, head of sport & gaming entertainment at LADbible Group, said: “Everything that SPORTbible does is to bring our audience to the heart of the action and our partnership with the PFL will allow us to do just that with unrivalled access, behind-the-scenes content and social-first video formats that grow the personalities of the incredible roster of MMA fighters across their four PFL Europe events.”
He added: “We can’t wait to showcase the PFL’s amazing athletes across SPORTbible’s highly-engaged social following of over 30m people, which will not only drive mass engagement from MMA fans and sports fanatics, but also complement the broadcast experience provided by LADbible Group’s long-term partner DAZN.”
