MVP Details Plan To Challenge UFC Over Next Decade

Most Valuable Promotions has laid out its vision for challenging the UFC's market dominance following the recently completed merger with the Professional Fighters League.

MVP co-founder Nakisa Bidarian told Business Insider the combined company — operating under the MVP banner — intends to chip away at the UFC's position over the next seven to 10 years. "We're not going to overtake UFC in the near term," Bidarian said, per the report. "Over time, we want to chip away and hopefully create a Nike and Adidas dynamic, a Pepsi and Coke dynamic."

Jake Paul As Central Growth Engine

Bidarian pointed to Jake Paul's dual role as fighter and promoter as a core advantage in building the brand's reach. "He's not just a creator — he's a combat sports entrepreneur and fighter," Bidarian said. "He's a unicorn asset when it comes to being a fighter and a promoter at the same time. Jake is the best engagement-getter in combat sports by a wide margin."

PFL CEO John Martin said the merger allows the company to shift from a live-events model to a broader entertainment platform. The deal combines MVP's promotional and talent management operations with the PFL's event infrastructure and existing roster.

The merged entity plans to operate under the Most Valuable Promotions name going forward.

Original reporting:

• sherdog.com — MVP details long-term plan to challenge UFC following PFL merger