As part of the agreement, Dazn Bet’s branding will be seen in the PFL’s media assets and stadium promotions for the rest of the season – including on the canvas of the fighting cage. The betting company will also provide original content and innovative products for fans of the PFL.
Pete Murray, PFL CEO, said: "We are delighted to add DAZN Bet as an official partner for PFL Europe. With Dazn Bet, we get an innovative and dynamic partner that aligns with PFL’s values and is committed to growing MMA globally through its premium bookmaking products."
James Frewin, PFL SVP of International, added: "During their short time in the market, Dazn Bet has already proven to be hugely innovative in the betting space. This, along with their clear strategic positioning, is why we’re so pleased to be working with them on PFL Europe as we continue to expand our relationship with Dazn."
Meanwhile, Mark Kemp, CEO of Dazn Bet, commented: “It’s great to be partnering with PFL Europe, especially ahead of their first show this Saturday, March 25, in Newcastle. As Europe’s first MMA league, they clearly share Dazn Bet’s vision for putting innovation at the heart of what they do and we look forward to working together for PFL Europe’s inaugural season.”
The news comes after Dazn Bet signed a deal with Playtech, allowing Dazn Bet to offer Playtech’s portfolio suite, which includes its casino RNG games, table games and live casino games.