Professional Fighters League launches real-time betting product

The Professional Fighters League (PFL) is stepping up its engagement with the betting industry once again via a deal with sportstech firm Sportradar.

Swiss-based multinational Sportradar has become the global betting data and streaming rights partner of the PFL, with the duo aiming to create ‘one of the most advanced and integrated betting ecosystems in mixed martial arts’ (MMA).

The PFL is a global MMA promotion, launched in 2018 by venture capitalist Don Davis as the world’s first MMA organisation based around a league format with regular season and post-season.

The league has been working with the betting sector commercially for some time, but the Sportradar deal represents a significant step up as the duo plan to launch the PFL’s first ever real-time betting data product.

John Martin, Chief Executive Officer of the PFL, said: “From live streaming and official data to in-play betting and fan engagement tools, this partnership materially strengthens our commercial offering and supports long-term growth as the PFL continues to expand its global event calendar.

“Partnering with Sportradar allows the PFL to deliver a best-in-class betting product that matches the scale, professionalism, and global ambition of our league.”

Prior to the Sportradar partnership, the PFL’s engagement with the betting industry was, like many other sports leagues, largely centred around sponsorship. The league has partnered with the likes of Cloudbet and Unibet in recent years, for example.

Sportradar comes out swinging

The Sportradar-developed PFL betting product will cover in-play markets, official data and pricing, live-streaming, and real-time fan engagement. Sportradar will distribute PFL betting and AV content to its global network of over 800 betting operator partners.

For Sportradar, the deal marks its second sports league partnership since entering a new era for its business following the completed acquisition of IMG Arena late last year. This acquisition added a plethora of new leagues to its data rights portfolio.

As it prepares for a what is likely going to be extremely busy year for both betting and sports with the FIFA World Cup now three months away, Sportradar also finds itself navigating a rapidly changing betting landscape across multiple markets.

Prediction platforms are particularly high on the firm’s agenda, for example. Following the publication of its FY25 financial report, which revealed revenue of just under $1.3bn, company leadership hinted at potential partnerships in the US predictions space.

Securing data and content exposure to the likes of Kalshi and Polymarket could be of particular interest to organisations like the PFL. The UFC, the global leader in MMA, has been actively working with predictions, partnering with Polymarket in November 2025.

Moritz Gloeckler, EVP Rights and Strategic Projects at Sportradar, said: “The PFL is one of the most dynamic and fastest growing sports leagues in the world right now and Sportradar is well positioned to help the League capture that fan interest. 

“We’re pleased to work with them to create innovative solutions that drive engagement and transform the fan experience.”