The PFL is putting more boots on the ground in the merchandising game.
The company announced on Thursday a partnership with CAA Sports Licensing to develop exclusive trademarking and branding on a range of products, including athlete fight kits, fan apparel, and more.
“The Professional Fighters League is excited to partner with industry leader CAA Sports Licensing as we continue to grow the PFL brand and globally expand our consumer products and memorabilia business,” PFL CEO Peter Murray said in a press release. “The league’s partnership with CAA Sports Licensing will accelerate PFL’s brand presence in retail and e-commerce, while also providing passionate MMA fans from around the world the opportunity to access new, innovative PFL products across athlete performance gear, fan apparel, video and mobile gaming, training and fitness, and much more.”
The company’s significant growth digitally over the past year is helping to secure these deals, a number of which increase its digital and social media footprints. This deal however breaks ground in the lucrative merchandising game, an important financial component in any organization’s portfolio.
In 2021, the PFL will roll out its proprietary SmartCage real-time fighter data and analytics system, which is integrated into the broadcast, digital, and social media platforms.
“We are thrilled to partner with the Professional Fighters League, an organization that is reimagining the sport of MMA on a global scale,” said CAA Sports Licensing co-head Kit Walsh added. “MMA is the fastest growing sport in the world and we are very excited to work with an innovative brand like the PFL whose product, both inside and outside the cage, truly resonates with fans and consumers around the world. We look forward to collaborating with the league to further build their brand and connect directly with fans through licensed products.”
The PFL joins the PGA TOUR; FC Barcelona; Premier League clubs Liverpool FC, Arsenal FC, Manchester City FC and Tottenham; the Kentucky Derby; the Harlem Globetrotters, among others who have signed with CAA Sports Licensing.
Financial terms of the deal were not disclosed.