PFL CEO blames shifting focus for stunted brand growth

Professional Fighters League chief executive John Martin has pinpointed the promotion's inability to settle on a clear identity as the main reason it remains far behind the UFC in popularity.

Martin, who took over as PFL CEO last year, told Home of Fight that the promotion has changed course repeatedly since launching in 2017. The seasonal tournament format gave way to the Bellator acquisition in 2023, which brought roster bloat and integration problems that forced mass cuts. "All of that holds back the power of the brand," Martin said.

Why PFL prioritizes promotion over fighters

Asked whether the UFC brand or its individual fighters matter more, Martin sided firmly with the former. "I think it's the brand," he said, per Sherdog. He argues that PFL must establish itself as a destination before it can elevate its roster, a reversal of the fighter-first approach that defined Bellator's later years.

Martin also acknowledged that distribution in the United States has hampered growth. Both the PFL and UFC have aired on ESPN, but Martin questioned whether casual fans even knew the PFL was there alongside the larger promotion.

The next PFL card takes place Saturday in San Diego, headlined by A.J. McKee's return against Damir Isbulaev.

Reported via:

• Sherdog — PFL CEO details issues that have hindered growth of promotion's brand