Moving forward, the sportsbook will be listed as the official “Bookmaking Partner” for the promotion throughout 2023. The partnership will allow both companies to benefit from each other’s significant presence with sports audiences.

DAZN Bet will leverage official PFL media assets and promote the league across its digital media channels. In turn, PFL will feature stadium promotions for the sportsbook throughout the entire season.

The companies have also agreed to work on original content and various activations that are designed to pique fans’ interest in the sport, but also offer them excellent options to place a wager on. The partnership was naturally welcomed by both companies, with PFL CEO Pete Murray hailing the chance to see the league expand its roster of partner brands.

DAZN Bet will focus on representing the PFL in Europe as its official bookmaking partner. Murray said that DAZN Bet is a dynamic and innovative entity that aligns and fits well with PFL’s own values and commitment to improving and growing mixed atrial arts globally. PFL SVP of international, James Frewin was of a similar mind:

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.

PFL SVP of international, James Frewin

DAZN Bet CEO Mark Kemp was similarly pleased to see his company take on this new partnership with PFL Europe. The tie-up comes ahead of the Saturday, March 25 fight in Newcastle, the United Kingdom, where the sportsbook has been operating since last year.

“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,” Kemp concluded.