The Professional Fighters League (PFL) has secured a $100 million investment from SRJ Sports Investments, a fund launched by Saudi Arabia’s Public Investment Fund (PIF). This marks the first investment by SRJ.
The funds will be used to launch a PFL league for the Middle East/North Africa (MENA) region and a “Super Fight” pay-per-view arm. SRJ’s chairman Bander Bin Mogren will join the PFL board.
PFL had previously raised $200 million from investors, including Ares, Knighthead, Luxor Capital, and sports team owners like David Blitzer, Ted Leonsis, and Brandon Beck. PIF, one of the world’s largest sovereign wealth funds, has been active in various sports investments, including F1, boxing, WWE, and owning an 80% stake in Premier League club Newcastle United.
SRJ Investments
SRJ, pronounced “surge,” is focused on accelerating the growth of the sports sector in Saudi Arabia and the MENA region.
It wants to create and invest in international sports IP, enhance the fan experience through hosting major events and invest in transformative technologies.
Last year, the NBA became the first of the big five U.S. sports leagues to approve investments from sovereign wealth funds, and the Qatar Investment Authority was the first sovereign wealth fund to invest in major U.S. team sports.
This summer, QIA bought a passive minority stake in Washington Wizards and Capitals parent Monumental Sports & Entertainment, which is majority-owned by Leonsis.
In addition, MSE includes the WNBA’s Washington Mystics, Capital One Arena and NBC Sports Washington. QIA is also an investor in MMA platform ONE Championship.
PFL
PFL has attracted two dozen brand sponsors, including Bose, Bud Light, Geico and Celsius Energy Drink. The company has 20 media distribution partners outside the U.S. that stream events to 150 countries.
ESPN holds the U.S. rights under a deal that expires this year. Events this year on the Worldwide Leader have averaged 411,000 viewers combined on linear and streaming, up 30% over last year, and it now represents 40% of the UFC audience.
Davis says they’ve had “great conversations” with ESPN about continuing the relationship but adds that interest in the marketplace has been high. He expects a decision most likely in October for its 2024 U.S. media rights partner.
