The Professional Fighters League (PFL), an MMA promotion targeting European expansion, has signed DAZN Bet as a commercial partner.
DAZN Group’s newly launched online sportsbook and igaming brand will become the official bookmaking partner of the PFL for the remainder of 2023, as the league’s European division makes its debut this Saturday in Newcastle, UK.
Mark Kemp, DAZN Bet CEO, said: “It’s great to be partnering with PFL Europe, especially ahead of their first show on 25 March.
“As Europe’s first MMA league, they clearly share DAZN Bet’s vision for putting innovation at the heart of what they do and we look forward to working together for PFL Europe’s inaugural season.”
The operator will now gain brand exposure throughout the league’s in-stadia and media assets throughout the season, with the DAZN Bet logo appearing on the canvas across all four events.
DAZN Bet was officially ‘soft-launched’ last summer, making its online gambling debut in the UK market. It now seeks to ‘refresh the casual betting market’ by creating a more “recreational, sociable and relevant” experience for sports fans.
“During their short time in the market DAZN Bet has already proven to be hugely innovative in the betting space,’’ added James Frewin, the PFL’s SVP of International.
“This, along with their clear strategic positioning, is why we’re so pleased to be working with them on PFL Europe, as we continue to expand our relationship with DAZN’.
DAZN Bet joins as one of PFL Europe’s premium sponsors, creating bespoke and original content, innovative products and a unique overall experience for MMA fans across multiple territories in Europe.
Pete Murray, PFL CEO, remarked: ‘’We are delighted to add DAZN Bet as an official partner for PFL Europe.
“With DAZN Bet, we get an innovative and dynamic partner, that aligns with PFL’s values and is committed to growing MMA globally through its premium bookmaking products.’’
The platform also continues to progress with the development of its proprietary sportsbook platform co-led by Pragmatic Play.