MMA’s Fight for Acceptance in the African Market

Mixed Martial Arts (MMA) is experiencing a remarkable surge in global popularity, boasting around 550 million enthusiasts captivated by its thrilling mix of discipline, strategy, and extraordinary athleticism. Yet, its presence in Africa has been sparse—until now. The Professional Fighters League (PFL) is poised to unveil PFL Africa in 2025, pioneering efforts that will spotlight the continent’s fighters on an international stage.

The regional competition will commence in May, introducing PFL’s distinctive structure, which includes regular seasons, playoffs, and championships for African audiences, thus creating fresh opportunities for athletes and fans alike.

PFL Africa will be a crucial addition to the league’s expanding network of regional tournaments, which already includes PFL Europe and PFL Middle East and North Africa (MENA). Plans are also underway to create leagues in Latin America and Asia in the next two years.

The inaugural season of PFL Africa will feature four weight divisions, each showcasing eight African fighters, alongside alternates and developmental athletes.

“PFL Africa will sign a total of 60 fighters under contract, which includes those on the roster competing in both the season and development programs,” says Peter Murray, CEO of PFL. “We’re creating an African entity dedicated to becoming one of the continent’s leading leagues, with [Cameroonian MMA star] Francis Ngannou serving as chairman.”

Despite immense potential, Africa’s diversity brings significant logistical and cultural challenges. With 54 countries, over 2,000 languages, and varying infrastructure levels, delivering a cohesive MMA experience will demand adaptability and local insight.

To support its ambitious vision, PFL has partnered with Helios Sports and Entertainment Group (HSEG), a segment of Helios Investment Partners that provides comprehensive regional expertise and financial backing for the project.

PFL plans to leverage HSEG’s portfolio, which includes investments in NBA Africa and the Basketball Africa League (BAL), to boost its visibility. The league’s events will be disseminated across linear, digital, and mobile platforms to ensure broad accessibility for fans across the continent.

The announcement has triggered significant interest; according to Nelson Reids, PFL’s African marketing partner, the campaign has generated over $9 million in advertising value.

Ngannou’s journey

Francis Ngannou’s role as chairman symbolizes the league’s aspirations. Raised in the serene village of Batié in Cameroon, his extraordinary journey—from humble beginnings, including laboring in gold mines as a child to achieving unprecedented fame—is genuinely inspiring.

Inspired by his childhood hero, boxing legend Mike Tyson, Ngannou left Cameroon at 26. His journey was both dangerous and extraordinary, crossing the arid Algerian desert, enduring scorching heat and freezing nights, while surviving on sips of tainted water. He cleverly evaded thieves and law enforcement, often hiding in rugged terrains.

Upon reaching Morocco, he encountered additional challenges, including several unsuccessful attempts to enter Spain by land and sea. It was his seventh attempt—a year after departing Cameroon—when he finally succeeded, arriving at the Spanish exclave of Melilla in North Africa.

However, this was not the end of his trials. Ngannou spent almost two months in a Spanish detention center before being released. Unfazed, he eventually made his way to Paris, where he sought refuge in a parking garage, starkly contrasting the life he had envisioned.

With no financial resources or friends, Ngannou discovered a boxing gym that became his sanctuary. Encouraged to explore the MMA Factory in the city, he quickly demonstrated remarkable talent. Within two years, Ngannou secured a contract with the Ultimate Fighting Championship (UFC)—a leading organization valued at $11.3 billion, according to Forbes—swiftly rising to claim the UFC heavyweight title and establishing himself as a formidable presence in the sport.

However, his aspirations extended beyond mere titles. In 2023, feeling restricted by his UFC contract and eager for new prospects, he stunned the sports world by stepping into boxing, earning $25 million from two high-profile bouts against Tyson Fury and Anthony Joshua, before returning to MMA with PFL in October, acquiring an equity stake in the company.

Now, as a star fighter and chairman of the league, Ngannou is determined to inspire a new generation. “Francis had to leave the continent, like many athletes in boxing and other sports, to pursue his dreams,” explains Murray. “Now, he has the chance to return, mentoring the next generation of remarkable athletes and fighters who will not need to leave the continent to turn professional.”

Young Africans hungry for content

PFL Africa is strategically positioned to leverage favorable demographics. As the youngest continent globally, Africa has a median age of just 19.2 years, according to the United Nations. Urbanization is accelerating, with over 45% of the population—more than 670 million individuals—now living in urban settings. The African Development Bank notes that the middle class has tripled in size over the past three decades, surpassing 310 million people. This demographic shift is fueling an increasing demand for quality entertainment, top-tier sports, and training facilities.

In the U.S., the martial arts studio and club market was valued at $9 billion last year alone. As MMA expands into Africa, gyms are sprouting up in major cities, with indications that the UFC may soon establish a performance institute in South Africa.

“We see Africa as more than just a market; it represents a global talent reservoir,” asserts Murray to African Business. “The combination of a youthful population, digital connectivity, and a passion for combat sports renders this region ideally suited for expansion.”

However, launching MMA in Africa involves more than simply erecting an octagon, booking fighters, and hoping for an audience. The logistical hurdles are significant, from navigating regulatory environments to identifying venues that meet international standards.

PFL Africa seeks to differentiate its approach from the UFC, which often emphasizes monetizing audiences attending or purchasing access to specific events. In contrast, PFL’s seasonal sports format promotes a consistent experience, offering frequent events that foster a reliable connection with viewers. This continuity is expected to make MMA a familiar and dependable element for African fans, positioning the league as the first worldwide MMA organization to fully commit to the continent.

The challenge lies in nurturing fighters capable of achieving the star status of figures like Francis Ngannou while maintaining affordability, with plans to offer some tickets for as low as $1 to extend the sport’s reach.

Despite these formidable challenges, South Africa already illustrates MMA’s potential on the continent. In 2024, SuperSport’s broadcasts of middleweight South African world champion Dricus Du Plessis’ UFC matches against Sean Strickland and Nigeria’s Israel Adesanya broke viewership records, with the bout against Adesanya drawing in over 528,767 unique viewers.

Nielsen Sports, an audience measurement firm, revealed that 28% of viewers re-watched the fight as fans eagerly revisited the thrilling action characterized by strikes, takedowns, and submission holds.

While PFL anticipates capitalizing on Africa’s entrenched love for combat sports, MMA contends with the dominance of football, the continent’s reigning sport. Nonetheless, the international achievements of African champions like Ngannou and Du Plessis have heightened MMA’s visibility, igniting renewed interest across Africa, according to Jabu Mtwa, a South African sports entrepreneur and co-host of the Africa Business of Sports podcast.

“For PFL Africa, this signifies broader transformations in Africa’s evolving sports landscape. This initiative is part of a larger trend towards the globalization of sports organizations and the international development of sports leagues,” Mtwa explains. “Recently, we have seen an increasing number of American and European sports organizations establishing divisions in Africa and engaging with local diversity.”

SuperSport’s broadcasts in English, Afrikaans, and isiXhosa are bolstering accessibility and capturing interest, fueling the increasing fascination with combat sports among diverse audiences.

While PFL strives to render MMA accessible, Mtwa expresses concern that economic realities may limit audience reach. Many African households prioritize basic needs, rendering even modest ticket prices or streaming subscriptions unfeasible for a significant portion of the population.

Electrifying moments

To combat this, PFL aims to cultivate multiple world champions and national icons, aiming to replicate the electric scenes observed in Batié and Yaoundé, where communities pause to gather in homes or local bars to watch their heroes compete.

“We are creating pathways for outstanding athletes throughout Africa to become both regional and global champions,” asserts Murray. PFL scouts are actively engaging with local MMA promotions and grassroots movements, including Olympic disciplines, as they traverse the continent.

Founded in 2009, South Africa’s Extreme Fighting Championship (EFC) has evolved into a vital platform for a new generation of African fighters, attracting over 100 competitors from nations including Zimbabwe, Angola, Senegal, Nigeria, Côte d’Ivoire, and the Democratic Republic of Congo, captivating millions of viewers across the continent. It has also served as the launchpad for Du Plessis’ career.

This network has nurtured emerging fighters poised to make an impact on the global stage, with local promotions regularly hosting events in various cities, including Banjul, The Gambia, and Kigali, Rwanda.

Central to PFL’s strategy is the league’s development program. A select group of athletes is currently training in the United States, enhancing their abilities in elite gyms under the guidance of world-class coaches and seasoned competitors.

“Iron sharpens iron” serves as the guiding mantra—pairing raw talent with premier resources yields future champions, according to Murray. PFL is also organizing training clinics in multiple countries across Africa, engaging international trainers and athletes to share their knowledge and attract more fans to the sport.

MMA’s appeal to African audiences is deeply rooted in the continent’s rich combat sports heritage, contends Mtwa. Wrestling has long been a cornerstone of African sports culture, with regional styles showcasing a variety of traditions. In Senegal, for instance, wrestling holds the title of the top national sport, surpassing football, despite the country’s recent accomplishments in the Africa Cup of Nations.

Fans gather to watch the mixed martial arts (MMA) Ultimate Fighting Championship (UFC) Fight Night 209 event at the Paris-Bercy arena in Paris on September 3, 2022. (Photo by JULIEN DE ROSA / AFP)

The dambe legacy

This connection also encompasses striking disciplines such as dambe, an ancient combat sport from northern Nigeria that combines grappling and striking techniques. These traditional fighting styles offer a cultural foundation for MMA, making the sport both relevant and thrilling for African audiences familiar with intense, skillful contests.

According to Mtwa, the African Warriors Fighting Championship (AWFC) has gained significant traction through the strategic backing of sports and technology investor Silverbacks Holdings and sponsorship from the cryptocurrency betting platform Stake.com. This support has elevated awareness of African martial arts and bolstered the commercial viability of combat sports throughout the continent.

Other fighters, such as Mouhamed Tafsir Ba and Oumar “Reug Reug” Kane (featured on the front cover), blend MMA with kickboxing.

The AWFC has established a meaningful footprint, achieving 500 million views across various platforms and amassing 600,000 social media followers. Its success has attracted interest from major media outlets, solidifying its status as a trailblazer in African sports.

PFL Africa’s integration of rich combat traditions, increasing commercial interest, and expanding viewership could create fertile grounds for MMA to thrive. Sponsorship and brand partnerships are critical, with sectors like telecommunications, beverages, technology, and consumer goods eager to connect with Africa’s burgeoning sports fan base. “A strong platform like PFL Africa allows brands to engage with an audience that is emotionally invested,” asserts Mtwa.

Nevertheless, Africa’s sports landscape has seen many bold aspirations from international entities—many of which stumbled when financial expectations weren’t met. Several once-promising football academies have faded into obscurity due to corruption and mismanagement. For PFL, the key to success will lie not in the spectacle of inaugural events, but in building a meaningful and lasting presence that stands the test of time and garners the continent’s trust.

“In 2025, we plan to host 35 PFL Africa events following our signature format in four diverse markets,” shares Murray. “Moving forward, we envision expanding this footprint to as many as six markets.”

Abidjan, Cape Town, Dakar, Kigali, and Lagos are among the potential locations slated for May’s inaugural event, with a final decision expected in January. As excitement builds, Murray acknowledges the substantial challenges ahead. Many regions lack facilities suited for premier large-scale events, and the logistical complexities of organizing tournaments across multiple nations are considerable. Transporting equipment, assuring safety for athletes and fans, and coordinating events in varied locations present significant operational hurdles.

DAZN’s broadcasting advantage

Nonetheless, PFL believes a world-class broadcasting framework will unlock multiple revenue opportunities, with distribution at its core. Collaborations with Canal+, SuperSport, and DAZN ensure the league’s outreach encompasses linear television, digital streaming, and mobile platforms.

To enhance accessibility, initiatives such as “People’s Fights” will allow selected events to be free to view, giving fans from different economic backgrounds the chance to engage with the sport.

Multi-year broadcasting agreements with leading broadcasters SuperSport and Canal+ are central to this initiative, bringing PFL programming to millions of homes in Sub-Saharan Africa. SuperSport caters to English-speaking audiences, while Canal+ offers French-language PFL coverage to nearly eight million households, including viewers in Myanmar and Haiti.

These collaborations will facilitate major events like PFL Super Fights, the Bellator Champions Series, and now PFL Africa to audiences across diverse linear and digital platforms.

Additionally, a partnership with DAZN, a global frontrunner in combat sports streaming, enhances PFL’s visibility. “We’ve positioned ourselves as the leading platform for combat sports worldwide,” states Joe Pickering, DAZN’s rights director, noting DAZN’s partnerships with significant boxing promoters like Matchroom and Golden Boy. “Primarily, we are recognized as the market leaders in boxing, broadcasting almost every major boxing match.” In recent years, DAZN has expanded its reach across various markets and combat sports, including MMA, and will introduce PFL Africa to millions of viewers in North America, Asia, and Europe. “Recognizing the potential with PFL, we aim to elevate it to the next level by providing a global stage for their events and pay-per-view (PPV) fights,” explains Pickering.

DAZN’s partnership with PFL comprises distributing PPV events in Africa and covering regular-season matches that crown six champions with $1 million prizes annually. “Next year, we are incredibly excited to expand this partnership with the launch of PFL Africa,” Pickering informs African Business. “We aim to provide a global platform for the finest up-and-coming African MMA talent. There’s a wealth of exciting talent joining the promotion next year, and we’re thrilled to be part of it.”

From gamifying experiences to integrating influencers into their programming, the platform is revolutionizing how audiences interact with combat sports content. “We’ve invested significantly in creating a product that’s truly tailored for the 2020s—and of course, we aspire for it to remain relevant into the 2030s,” emphasizes Pickering. To realize this ambition, DAZN merges technology with strategic partnerships, ensuring easy access and engagement across a variety of markets. Its focus on seamless payment systems and localized pricing models addresses entry barriers, while collaborations with telecom operators ease integration for fans dedicated to existing services.

This strategic focus aligns with PFL’s model where live events serve as both revenue generators and catalysts for regional economic development. By hosting competitions in African cities, PFL Africa aims to enhance ticket sales, hospitality packages, and merchandise while partnering with national tourism boards to amplify its economic impact. Title fights and related activities are anticipated to elevate the profiles of host nations as vibrant sporting destinations.

PFL has successfully demonstrated the effectiveness of this approach in the Middle East. A multi-year agreement with Dubai’s Department of Economy and Tourism will bring the Champions Series to the Coca-Cola Arena, featuring stars like Bellator lightweight world champion Usman Nurmagomedov. This follows PFL’s inaugural event in Saudi Arabia, where five tournaments, including Francis Ngannou’s return to MMA, received widespread acclaim.

In 2023, PFL sold a $100 million minority stake to Saudi Arabia’s SURJ Sports Investment to support its expansion in MENA, further solidifying PFL’s role as the second-largest MMA promoter in the world.

Anticipated PFL Africa fighters include Nigeria’s Kunle Lawal and Julie Ukah, who trains locally yet competes internationally. Ukah emphasized that PFL’s introduction could be an inspirational source for young girls, encouraging them to build confidence and pursue their aspirations.

“As Francis Ngannou emphasizes, it’s all about ‘shaking the flag’,” announces Murray. “Our goal is for young children, fans, and future athletes to unite behind the finest African champions representing their countries.”

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