Mixed Martial Arts (MMA) is swiftly rising in global popularity, with around 550 million fans captivated by its thrilling mix of discipline, strategy, and impressive athleticism. Historically, Africa’s representation in this sport has been sparse – until now. The Professional Fighters League (PFL) is gearing up to launch PFL Africa in 2025, marking a groundbreaking initiative to spotlight the continent’s fighters on a worldwide stage.

Starting in May, PFL Africa will unveil the league’s signature format featuring regular seasons, playoffs, and championships to African fans, thus creating new opportunities for athletes and supporters.

PFL Africa is expected to be a critical addition to the league’s expanding network of regional tournaments, which already includes PFL Europe and PFL Middle East and North Africa (MENA), with plans for leagues in Latin America and Asia within the next two years.

The inaugural PFL Africa season will feature four weight classes, each with eight African fighters, including alternates and development athletes.

“In total, PFL Africa will contract 60 fighters, including those competing in both the season and developmental programs,” states Peter Murray, CEO of PFL. “We are building an African entity aimed at becoming one of the continent’s elite leagues. It will be deeply integrated into the essence of Africa, with [Cameroonian MMA star] Francis Ngannou serving as the chairman.”

Despite the enormous potential, Africa’s diversity presents considerable logistical and cultural challenges. With 54 nations, more than 2,000 languages, and varying levels of infrastructure, delivering a cohesive MMA experience will necessitate adaptability and local insight.

To realize this ambitious vision, PFL has partnered with Helios Sports and Entertainment Group (HSEG), a division of Helios Investment Partners, which offers vital regional expertise and financial backing to the endeavor.

PFL plans to utilize HSEG’s portfolio, which includes investments in NBA Africa and the Basketball Africa League (BAL), to boost its visibility. Events from the league will be broadcast across linear, digital, and mobile platforms to ensure extensive accessibility for fans across the continent.

The announcement has generated considerable interest; according to Nelson Reids, the PFL’s African marketing partner, the campaign has produced over $9 million in advertising value.

Ngannou’s journey

Francis Ngannou’s role as chairman symbolizes the league’s goals. He grew up in the peaceful village of Batié, Cameroon, and his journey from humble beginnings, including childhood work in gold mines, to global stardom is profoundly inspiring.

Inspired by his childhood hero, boxing icon Mike Tyson, Ngannou left Cameroon at the age of 26. His journey was fraught with danger as he crossed the Algerian desert, enduring oppressive heat and freezing nights, surviving on contaminated water. He cleverly outmaneuvered bandits and authorities, often taking refuge in inhospitable terrains.

Upon arriving in Morocco, he encountered additional challenges, including multiple failed attempts to enter Spanish territory by land and sea. It was only after his seventh attempt—a year after departing Cameroon—that he finally managed to reach the Spanish exclave of Melilla in North Africa.

Yet even that was not the culmination of his struggles. Ngannou spent nearly two months in a Spanish detention center before his release. Undeterred, he eventually made his way to Paris, where he took refuge in a parking garage, a far cry from the life he had envisioned.

With no financial resources and no acquaintances, Ngannou discovered a boxing gym that became his sanctuary. Encouraged to explore the MMA Factory in the city, he quickly displayed exceptional talent. Within two years, Ngannou joined the Ultimate Fighting Championship (UFC)—a leading organization valued at $11.3 billion according to Forbes—rapidly ascending to claim the UFC heavyweight title and establish himself as a top fighter in the sport.

However, his aspirations extended beyond titles. In 2023, feeling limited by his UFC contract and eager for new opportunities, he made waves by entering the boxing world, earning $25 million for two high-profile matches against Tyson Fury and Anthony Joshua, before returning to MMA with the PFL in October and securing an equity stake in the organization.

Now, as both a prominent fighter and chairman of the league, Ngannou is dedicated to motivating a new generation. “Francis had to leave the continent, like many athletes in boxing and other sports, to pursue his dreams,” explains Murray. “Now, he has the opportunity to return and nurture the next wave of extraordinary athletes and fighters, who, importantly, won’t need to leave the continent to turn professional.”

Young Africans hungry for content

PFL Africa is poised to capitalize on favorable demographics. As the youngest continent globally, Africa has a median age of just 19.2 years, as reported by the United Nations. Urbanization is progressing rapidly, with over 45% of Africans—more than 670 million individuals—now living in urban areas. The African Development Bank indicates that the middle class has tripled over the past three decades, surpassing 310 million people. This demographic shift is fueling a growing demand for quality entertainment, elite sports, and upgraded training facilities.

The martial arts studio and club market in the U.S. was valued at $9 billion last year alone. As MMA spreads into Africa, gyms are opening in major cities, and reports suggest that the UFC may soon launch a performance institute in South Africa.

“We see Africa as more than just a market; it represents a vast pool of global talent,” asserts Murray to African Business. “The combination of a youthful population, digital connectivity, and a passion for combat sports makes this region ideally suited for our growth initiatives.”

However, introducing MMA in Africa involves more than merely setting up an octagon, signing fighters, and hoping for an audience. The logistical challenges are significant, ranging from navigating regulatory landscapes to identifying venues that fulfill international standards.

PFL Africa plans to differentiate itself from the UFC model, which typically focuses on monetizing fans through attendance or access to specific events. Instead, PFL’s seasonal sports model promotes continuity, providing nearly weekly events that build a consistent relationship with audiences. This regular schedule is expected to make MMA a familiar and reliable presence for African viewers, positioning the league as the first global MMA organization committed to the continent in a comprehensive manner.

The challenge lies in developing fighters who can achieve the stardom of figures like Francis Ngannou while ensuring accessibility, with plans to offer some tickets for as low as $1 to broaden the sport’s appeal.

Despite these significant hurdles, South Africa is already demonstrating MMA’s potential on the continent. In 2024, SuperSport’s broadcasts of middleweight South African world champion Dricus Du Plessis’ UFC bouts against Sean Strickland and Nigeria’s Israel Adesanya set viewership records, with the match against Adesanya drawing over 528,767 unique viewers.

Nielsen Sports, a measurement firm, reported that 28% of viewers re-watched the fight as fans eagerly relived the action and excitement characterized by strikes, takedowns, and submission moves that define the sport.

While PFL anticipates leveraging Africa’s deep affinity for combat sports, MMA exists in the shadow of football, the continent’s reigning champion. Nevertheless, the international recognition of African champions like Ngannou and Du Plessis has elevated MMA’s visibility, igniting renewed interest across Africa, according to Jabu Mtwa, a South African sports entrepreneur and co-host of the Africa Business of Sports podcast.

“For PFL Africa, this signifies broader changes in Africa’s dynamic sports landscape. This initiative is part of a larger trend towards the globalization of sports organizations and the international development of sports leagues,” explains Mtwa. “We’ve recently witnessed an uptick in American and European-based sports organizations establishing divisions in Africa and engaging with its rich diversity.”

SuperSport’s broadcasts in English, Afrikaans, and isiXhosa are enhancing accessibility and capturing attention, accelerating interest in combat sports among diverse audiences.

While PFL strives to enhance the accessibility of MMA, Mtwa warns that economic realities could limit audience reach. Many African households prioritize essential needs, making even modest ticket prices or streaming subscriptions out of reach for a significant portion of the population.

Electrifying moments

To counter this, PFL intends to cultivate multiple world champions and national icons, aiming to replicate the electrifying atmospheres witnessed in Batié and Yaoundé, Cameroon’s capital. In these communities, neighborhoods and cities pause as fans gather at home or flock to local bars to watch their hero perform.

“We are creating pathways for exceptional athletes across Africa to become both regional and global champions,” asserts Murray. PFL scouts are currently traversing the continent, forming partnerships with local MMA promotions and engaging with grassroots communities, including Olympic disciplines.

Founded in 2009, South Africa’s Extreme Fighting Championship (EFC) has become a crucial platform for a new wave of African fighters. The promotion has attracted over 100 competitors from countries like Zimbabwe, Angola, Senegal, Nigeria, Côte d’Ivoire, and the Democratic Republic of Congo, amassing millions of viewers across the continent. It has also launched Du Plessis’ career.

This network has cultivated emerging fighters eager to succeed on the global stage, with local promotions recently hosting events across various cities, including Banjul, The Gambia, and Kigali, Rwanda.

A key aspect of PFL’s initiative is the league’s development program. A select group of athletes is already training in the United States, honing their skills in elite gyms under the guidance of world-class coaches and experienced competitors.

“Iron sharpens iron” is the guiding principle—pairing raw talent with top-tier resources will yield future champions, according to Murray. In Africa, PFL is also conducting training clinics in various countries, bringing in international trainers and athletes to share expertise and attract more fight fans to the sport.

According to Mtwa, MMA’s appeal to African audiences is closely linked to the continent’s rich combat sports history. Wrestling has long been a core element of African sports culture, with regional styles reflecting a variety of traditions. In Senegal, for example, wrestling is the premier national sport, even overshadowing football, despite the country’s recent triumphs in the Africa Cup of Nations.

The dambe legacy

This connection extends to striking disciplines like dambe, an ancient combat sport from northern Nigeria, which combines grappling and striking techniques. These traditional fighting styles provide the foundations of MMA, making the sport both culturally relevant and thrilling for African audiences familiar with skillful, intense contests.

According to Mtwa, the African Warriors Fighting Championship (AWFC) has gained momentum with strategic backing from sports and technology investor Silverbacks Holdings, alongside sponsorship from the cryptocurrency betting platform Stake.com. This support has elevated awareness of African martial arts and increased the commercial viability of combat sports throughout the continent.

Other fighters, such as Mouhamed Tafsir Ba and Oumar “Reug Reug” Kane (featured on the cover), are blending MMA with kickboxing.

The AWFC has established a strong presence, achieving 500 million views across various platforms and garnering 600,000 social media followers. Its achievements have also attracted major media attention, solidifying its reputation as a trailblazer in African sports.

PFL Africa’s synthesis of rich combat traditions, escalating commercial interest, and expanding viewership may create fertile ground for MMA to thrive. Sponsorships and brand partnerships are essential, with sectors like telecommunications, beverages, technology, and consumer goods eager to connect with Africa’s growing sports fanbase. “A robust platform like PFL Africa allows brands to engage with an invested audience,” asserts Mtwa.

However, Africa’s sports landscape has seen numerous bold ambitions from international entities—many of which have stumbled when financial expectations went unmet. Several once-promising soccer academies have faded into obscurity due to corruption and mismanagement. For PFL, success will rely not merely on the allure of initial events but on its capability to establish a long-lasting, meaningful presence that resonates over time and gains the continent’s trust.

“In 2025, we plan to host 35 PFL Africa events following our signature format across four distinct markets,” shares Murray. “Eventually, we aspire to expand this to as many as six markets.”

Abidjan, Cape Town, Dakar, Kigali, and Lagos are among potential venues for May’s inaugural event, with the final decision expected in January. As anticipation rises, Murray acknowledges the significant challenges ahead. Many regions lack the facilities needed for premier large-scale events, and the logistical complexities of organizing tournaments across different nations are daunting. Transporting equipment, ensuring safety for athletes and spectators, and coordinating events across diverse locations present serious operational challenges.

DAZN’s broadcasting advantage

Nevertheless, PFL is confident that a world-class broadcasting experience will unlock multiple revenue streams, with distribution at the center. Partnerships with Canal+, SuperSport, and DAZN guarantee that the league’s outreach covers linear television, digital streaming, and mobile platforms.

To enhance accessibility, initiatives such as “People’s Fights” will allow key events to be viewed for free, enabling fans from various economic backgrounds to engage with the sport.

Vital to this initiative are multi-year broadcasting agreements with leading networks SuperSport and Canal+, which will bring PFL programming to millions of homes in Sub-Saharan Africa. SuperSport addresses English-speaking audiences, while Canal+ offers French-language PFL coverage to nearly eight million households, including viewers in Myanmar and Haiti.

These arrangements will present major events like PFL Super Fights, the Bellator Champions Series, and now PFL Africa to various audiences across both linear and digital platforms.

Furthermore, a partnership with DAZN, a global leader in combat sports streaming, amplifies PFL’s visibility. “We’ve established ourselves as the premier platform for combat sports globally,” states Joe Pickering, DAZN’s rights director, noting DAZN’s collaborations with prominent boxing promoters like Matchroom and Golden Boy. “We are primarily recognized as market leaders in boxing, broadcasting nearly every significant boxing match.” Recently, DAZN has expanded its reach across numerous markets and combat sports, including MMA, and plans to introduce PFL Africa to millions of viewers in North America, Asia, and Europe. “Recognizing the potential with PFL, we aim to help elevate it to the next level by offering a global stage for their events and pay-per-view (PPV) fights,” explains Pickering.

DAZN’s collaboration with PFL includes providing PPV events in Africa, alongside coverage of regular-season matches that crown six champions with $1 million prizes annually. “We are incredibly excited to expand this partnership with the launch of PFL Africa next year,” informs Pickering to African Business. “We intend to create a global platform for the best emerging African MMA talent. There is a wealth of exciting talent set to join the promotion, and we’re thrilled to be part of it.”

From gamifying experiences to incorporating influencers into programming, the platform is revolutionizing how audiences engage with combat sports content. “We’ve invested heavily in crafting a product that’s truly designed for the 2020s—and, importantly, we aim for it to stay relevant into the 2030s as well,” emphasizes Pickering. To achieve this, DAZN is merging technology with strategic partnerships, ensuring easy access and engagement across various markets. Its focus on smooth payment systems and localized pricing plans tackles barriers to entry, while collaborations with telecom operators facilitate integration for fans loyal to their current services.

This strategic approach aligns with PFL’s philosophy, where live events serve as not only revenue sources but also catalysts for regional economic development. By hosting competitions in African cities, PFL Africa aspires to drive ticket sales, hospitality packages, and merchandise while collaborating with national tourism boards to enhance economic benefits. Title fights and accompanying activities are expected to elevate the profiles of host nations as vibrant sporting hubs.

PFL has successfully demonstrated this model in the Middle East. A multi-year deal with Dubai’s Department of Economy and Tourism will bring the Champions Series to the Coca-Cola Arena, featuring stars like Bellator lightweight world champion Usman Nurmagomedov. This follows PFL’s debut event in Saudi Arabia, where five tournaments—including Francis Ngannou’s return to MMA—received widespread acclaim.

In 2023, PFL sold a $100 million minority stake to Saudi Arabia’s SURJ Sports Investment to support its expansion in MENA, solidifying its status as the world’s second-largest MMA promoter.

Prospective PFL Africa fighters include Nigeria’s Kunle Lawal and Julie Ukah, who trains locally but competes internationally. Ukah highlighted PFL’s entry as a potential source of inspiration for young girls, helping them to build confidence and pursue their aspirations.

“As Francis Ngannou puts it, it’s all about ‘shaking the flag’,” announces Murray. “The objective is for young children, fans, and aspiring athletes to rally behind the top African athletes from various nations as they proudly represent their countries.”