NEW YORK (July 17, 2025) – The Professional Fighters League (PFL) today announced a multi-year strategic partnership with the global consumer internet and media company, Sporty Group, with a focus on the fast-growing, youthful and energetic continent of Africa. The PFL will benefit from Sporty Group’s vast experience and in-market reach, both in the build-up of its ground-breaking PFL Africa competition, as well as fan engagement with its global content.
As part of the partnership, Sporty Group will empower the PFL through its various, complementary brands. SportyTV will act as the key broadcast and digital distribution platform for PFL content across Nigeria, Ghana, Kenya, and South Africa. Sporty.com will cover the competitions’ news and results. Sporty Studios will produce special shows that will enable SportyTV & Sporty.com to tell the PFL stories that inspire, with stunning footage and creative ideas, live from Africa. SportyBet will support PFL Africa as its official betting sponsor.
Specifically, SportyTV, a leading free-to-air broadcaster in Africa, will deliver extensive coverage of PFL’s global and international programming, including the PFL World Tournament, PFL Champions Series, and international leagues such as PFL Africa, PFL Europe, and PFL MENA. All programming will also be simulcast on its app and official YouTube channels. This expands access across digital and mobile platforms for millions of MMA fans in Africa.
With access to over 42 million TV households through free-to-air distribution, combined with Sporty Group’s robust digital footprint via SportyTV online & Sporty.com and Sporty Studios’ one of a kind story-telling abilities, the partnership represents one of the largest, most accessible and highest quality MMA content offerings ever delivered across Africa.
In addition, SportyBet will serve as the official betting partner of PFL Africa, launching an integrated activation campaign beginning at the league’s inaugural event in Cape Town on July 19. As part of the multi-year sponsorship, SportyBet will feature across live events, broadcast integrations, and digital channels, bringing fans closer to the action through real-time odds, branded content, and exclusive experiences.
“This is more than a sponsorship or distribution announcement, it’s a strategic alliance between two organizations with a shared vision for unlocking the massive potential of MMA across Africa,” said Elias Schulze, General Manager of PFL Africa. “Sporty Group has a proven track record of digital innovation, mass-market reach, and fan engagement across the continent. Together, we’re building the future of African MMA.”
“Sporty Group’s mission is to deliver excellent entertainment for our users – often in partnership with the best,” said Elias Gallego, Vice President of Business Development, Marketing and Media at Sporty Group. “Seeing the PFL’s fast growth and commitment to Africa, one of our core markets, we knew we had found a partner to offer MMA on the continent in a big way. We are excited for what’s ahead.”
The PFL Africa season will feature 32 fighters representing 15 African nations across four divisions, competing for a shot at regional titles and advancement into PFL’s global ecosystem. The season opens July 19 in Cape Town, followed by Johannesburg on August 9.
