FanDuel gets choke on
Flutter-owned FanDuel has inked a historic partnership with The Professional Fighters League (PFL) to give the brand a direct channel to market to Mixed Martial Arts bettors.
Official US Sports Betting Partner”
The PFL on Thursday named the New York City-based brand its “Official US Sports Betting Partner of both the PFL World Tournament and Champions Series.”
According to a PFL release, the tie-up heralds “an evolution in how fans watch, engage with, and wager on MMA.”
Full-contact relationship
FanDuel’s courting of the PFL has seen the NY sportsbook take multiple hits for its betting markets linked to the live combat brand.
DraftKings also got hit with fines for taking bets on prerecorded MMA fights billed as live events but FanDuel has, ultimately, moved to own the MMA space.
According to a press release, the FanDuel/PLF partnership will have its live launch at the MMA Semifinals on Thursday night in Nashville.
gained exclusive rights to feature PFL branding
While neither party disclosed financials, FanDuel can now brand areas “in and around the PFL cage.” The Flutter subsidiary also gained exclusive rights to feature PFL branding, including official partner privileges, for its marketing campaigns.
PFL stated the tie-up will also involve the new partners further extending their reach with “exclusive content across digital and social media platforms, offering fans new ways to interact with fighters, stats, and matchups.”
New day for the MMA
The FanDuel exclusive raises the betting profile of the MMA to a new level.
PFL’s Senior Vice President of New Business, Mike Chioditti, stated the tie-up intends to further popularize the bloodsport “by delivering a premium and unique betting experience to the millions of passionate MMA fans in the US.”
Chioditti added that for sports fans in 2025, offering betting markets related to their favorite match-ups was key to elevating brand affinity.
The move, however, could be double-edged for the fighters. FanDuel’s Senior Vice President and General Manager gave an inkling of what’s to come when he stated “we look forward to offering passionate MMA fans another way to engage with their favorite athletes.”
With fans given an extra level of access to engage with their MMA favorites, the fighters can perhaps anticipate a trending stream of abuse from disgruntled bettors.
