Sporty Group teams up with PFL to revolutionise MMA in Africa
As part of the deal, Sporty Studios will craft compelling promotional content for the PFL, leveraging stunning visuals and creative narratives that African fans can relate to.
South Africa.- Leading African media and betting company Sporty Group has signed a multi-year content deal with the Professional Fighters League (PFL) to distribute the latter’s content across key African markets.
The partnership will see Sporty Group amplify the PFL’s reach in Africa through its complementary brands, particularly SportyTV, which will serve as the broadcaster and digital distributor of PFL content in Nigeria, Ghana, Kenya and South Africa.
As part of the deal, SportyTV will provide comprehensive coverage of PFL’s global events, including the PFL World Tournament, PFL Champions Series and leagues such as PFL Europe, PFL MENA and newly established PFL Africa. The free-to-air platform will also livestream all PFL content on its app and official YouTube channels, further increasing accessibility for millions of MMA fans across the continent.
Sporty Studios will also craft compelling promotional content for the PFL, leveraging stunning visuals and creative narratives that African fans can relate to.
Sporty Group currently reaches over 42 million TV households in Africa through its free-to-air distribution. This vast coverage, coupled with its extensive digital presence, will fuel PFL’s expansion, making it one of the largest MMA followings on the continent.
Elias Gallego, Vice President of Business Development, Marketing and Media at Sporty Group, said: “Sporty Group’s mission is to deliver excellent entertainment for our users, often in partnership with the best. 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.”
A key aspect of the partnership involves PFL’s Africa league, which made its debut on July 19, 2025, in Cape Town, South Africa. The PFL aims to leverage Sporty Group’s vast experience and established presence in key markets to boost fan engagement with the competition. As the official betting partner of PFL Africa, SportyBet will offer real-time odds on the league’s matches, live events and other exclusive experiences for fans.
Fighters from 15 African countries will compete in four divisions in the PFL Africa season, vying for regional titles and a chance to advance into PFL’s global ecosystem.
Elias Schulze, General Manager of PFL Africa, said: “This is more than a sponsorship or distribution announcement, it’s a strategic alliance between two organisations with a shared vision for unlocking the massive potential of MMA across 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.”
