John Martin assumed the role of PFL CEO in July 2025, bringing a unique background to the fight promotion industry. His prior experience includes extensive work at Time Warner, where he served as CFO and later as Chairman and CEO of Turner Broadcasting, overseeing major media entities like HBO and CNN. His familiarity with combat sports was further solidified by his martial arts training, holding black belts in karate and Brazilian jiu-jitsu.
One of Martin’s most significant early decisions was to eliminate the PFL’s defining tournament format. This structure was replaced by a traditional model featuring champions in each weight class, complemented by live rankings and matchmaker-driven bouts. Martin cited fighter well-being as a primary motivation, noting the high injury and withdrawal rates associated with the demanding multi-fight format. He also observed a positive impact on fighter morale, stating that competitors are generally happier with the new system.
The Future of the PFL Under John Martin
The impact of Martin’s initiatives in less than a year is evident in key performance indicators. The changes to the PFL’s product appear to resonate with audiences, as evidenced by an increase in U.S. ticket sales and rising viewership on ESPN, even with limited promotional support. For 2026, the PFL has planned an ambitious 24-event schedule, including 16 global shows and eight international cards. The promotion has already hosted events in diverse locations such as Sioux Falls, Belfast, Dubai, Brussels, Pittsburgh, Pretoria, and Chicago, with further stops planned in San Diego and Long Island.
The PFL has transitioned to a conventional champion-per-weight class structure, implemented live rankings, and revamped its approach to fight creation and marketing. Events now feature enhanced production values, including live music during fighter walkouts and meticulously prepared venues, distinguishing the PFL experience from standard fight cards.
A critical development in the PFL’s broadcast strategy is the upcoming expiration of its ESPN deal, which dates back to 2019. Martin has indicated that a renewal is not anticipated, having publicly expressed dissatisfaction with ESPN’s promotional efforts. The PFL has since concluded its exclusive negotiation window with ESPN without securing a new agreement.
According to industry reports, the PFL is actively engaged in discussions with Netflix and Fox regarding potential broadcast partnerships. Netflix’s growing presence in combat sports, highlighted by its successful Jake Paul vs. Mike Tyson event, makes it a compelling option. Fox, which previously aired UFC content, possesses extensive sports broadcasting infrastructure and has demonstrated a willingness to feature live sports in prime time.
In August 2023, Saudi Arabia’s Public Investment Fund, through SRJ Sports Investments, acquired a minority stake in the PFL with the stated objective of launching a regional league and hosting major events in the Kingdom. The PFL MENA league is now in its third season in 2026.
The PFL MENA season opener took place in Dubai, branded as “Pride of Arabia,” featuring a headline bout with UFC veteran Mohammad Yahya. The league is scheduled to return to Jeddah for another event, including the professional debut of local fighter Hattan Alsaif. PFL MENA broadcasts on MBC Action, reaching a free-to-air audience across the Arab world and cultivating a regional identity centered on homegrown talent progressing through a structured tournament.
PFL Africa commenced operations in July 2025 in Cape Town, South Africa, securing immediate distribution through Canal+ for French-language rights across Sub-Saharan Africa. The second season began in April 2026 in Pretoria, marking the promotion’s third South African city to host an event.
The league subsequently announced a debut event in Lagos, Nigeria, billed as the largest MMA event in West African history. The tour has already included stops in Johannesburg, Pretoria, Kigali, and Cotonou. The General Manager of PFL Africa expressed confidence in the continent’s potential as a significant market for mixed martial arts.
Martin has also expressed openness to co-promotional opportunities, including potential collaborations with MVP MMA, co-founded by Nakisa Bidarian and Jake Paul, which distributes content through Netflix. Martin views such partnerships as a strategic way to leverage Netflix’s platform and the PFL’s roster depth, emphasizing a willingness to explore unconventional approaches to achieve growth.
Martin’s clear objective is to establish the PFL as the world’s second-largest MMA promotion. The emergence of new competitors has intensified this pursuit. To achieve this, the PFL is building its fight cards with a blend of emerging American talent and international stars. Prominent fighters like Johnny Eblen, A.J. McKee, and lightweight champion Usman Nurmagomedov are scheduled for key matchups.
Beyond the ring, the PFL is strategically staging events in new international markets. Events in Madrid and Brussels have generated significant local interest and provided platforms for homegrown talent. The introduction of live musical performances during main event walkouts at European shows is another element designed to differentiate the PFL’s fan experience.
In summary, Martin’s inaugural year as PFL CEO has been characterized by a comprehensive structural transformation rather than a period of adjustment. He has replaced the long-standing tournament format, revamped the product, expanded into new global markets across four continents, and initiated the process of exiting an underperforming broadcast deal. The promotion has seen increases in ticket sales and ESPN viewership, while its roster of fighters is arguably the strongest it has ever been.
The PFL MENA operation is progressing with Saudi investment, and PFL Africa is expanding its reach into new territories. The key challenge moving forward lies in securing a new broadcast partner, as discussions with Netflix and Fox are ongoing. Martin has successfully implemented significant internal changes; the next critical step is to find a broadcast platform that can effectively showcase these advancements to a broad audience.
The upcoming media deal will be pivotal in determining whether Martin’s early successes translate into sustained growth or remain promising initiatives without adequate visibility. As Martin himself stated, making it easier for fans to engage with the PFL is crucial for unlocking its full potential popularity.
