FanDuel Thickens Ties with Mixed Martial Arts Promotions

FanDuel has teamed up with The Professional Fighters League (PFL) and has been designated an Official US Sports Betting Partner for both the Champions Series as well as the PFL World Tournament.

FanDuel Taps the PFL to Build Affinity with MMA Fans

The partnership, which was signed last week, further consolidates FanDuel’s presence in the Mixed Martial Arts (MMA) sports betting vertical and allows the company to push further afield with player bases in this particular segment.

As FanDuel holds an estimated 40% of the gambling market in the country, the company has been seeking how to better differentiate itself, often by focusing on niche groups and entire fandoms.

The most recent tie-up with the PFL seeks to do this and more, as the press release also outlines an ambitious strategy which is marked by “an evolution in how fans watch, engage with, and wager on MMA.”

The PFL also has much to gain, as tying sports contests to wagering has been known to impact viewership numbers and overall engagement. FanDuel has often adopted bold marketing strategies to ensure that it continues to secure forward positions in the vertical.

Specifically, the company was fined by the New Jersey Division of Gaming Enforcement for taking bets on pre-recorded fights, which cost the company $230,000 at the time. However, this unfortunate accident has not dissuaded the sports betting major from pursuing further growth in the field.

There have been no financial details disclosed about the deal, but the arrangement is a mutually-beneficial alliance that will continue to help with audience and player acquisition, as well as boost engagement markets for both companies.

Both Partners Are Confident in the Success and Positive Impact of the Partnership

The PFL is keen to expand its presence across digital and social media channels, ensuring that it achieves better brand visibility in the long term.

PFL SVP of new business, Mike Chioditti, said that the partnership will lead to a unique betting experience to the US MMA fandom, and tied this to elevating the brand even a step further.

FanDuel SVP and general manager Karol Corcoran was similarly pleased with these developments and said that his company was looking forward to making it possible for MMA fans to enjoy the combat sport in yet unexplored ways.