New PFL CEO John Martin updates on ESPN deal
New PFL CEO John Martin talks to MMA Junkie about looming U.S. TV rights negotiations.
With the UFC headed to Paramount for seven years, new PFL CEO John Martin sees a healthy landscape of potential bidders who still crave MMA.
Martin took over the reins of the promotion’s CEO role in July, replacing Peter Murray. A former CFO of Time Warner and former CEO and chairman of Turner Broadcasting, Martin’s resume shows there might not be anything that’s more in his wheelhouse than PFL’s media rights. He revealed PFL’s current deal with ESPN expires at the end of 2026.
“We have one more year with ESPN,” Martin told MMA Junkie on Tuesday. “We’ll be with them through 2026. But these negotiations usually take considerable time to negotiate. So that will be a good part of my work in the coming months. I look forward to that. We’ll be on ESPN at least through next year.”
With the UFC headed to Paramount for seven years in a massive $7.7 billion deal solidified in August, Martin thinks the market for MMA broadcasting rights will likely be a healthy one. Conversations will likely begin in the coming months, and Martin expects there to be interest.
“I think it’s only good for PFL,” Martin said. “I’m going to need some time when I reach out to any company that’s going to buy rights in the next round to find out what their desires are. My understanding is UFC had multiple bidders maybe close to half-a-dozen or so. The fact that there is no other premium MMA to buy, our deal is up at the end of 2026. I think there are probably more buyers or potential buyers for those rights, our rights than there has ever been before. A lot of these big media conglomerates are splitting off.
“It’s a great time for PFL to see if we can earn value on what we’re going to bring to the table, and more importantly, me as CEO, we have to execute and bring it. That’s also why I’m here. I’m an operator in addition to being a financial guy. I look forward to really having those discussions and engaging in those discussions and really growing the PFL business, not only in the U.S. but everywhere we’re operating in the world.”
Martin is still familiarizing himself with the product, the fighters, and the fans, but perhaps has a little bit smoother of an entry into the space as an outside executive entering the MMA space for the first time. Martin says he’s a lifelong MMA fan and unsuccessfully even tried to bring the UFC to Turner in 2005 – negotiations that included a kitchen sit-down with Dana White and then-UFC owner Lorenzo Fertitta.
“I think I’m the right leader at the right time now for PFL,” Martin said. “For seven years, the company has grown and developed real core capabilities PFL acquired to become a global MMA league. Those are not easy to develop. Whether it’s getting a legitimate and attractive fighter roster or establishing a global platform, having nearly 25 linear network streaming partners that the product can be seen in over 120 countries around the world, that’s hard stuff to do. I’m coming in now. All of that is set up. There are at least five revenue streams attached to the business model.
“Where I think I can add a lot of value is how do we take all of those revenue lines and how do we grow them. I always help businesses scale and grow. I think my experience now is that I’ve done some really big media rights deals. PFL is going to have a big media rights deal coming up, a big one in the U.S. next year. That’s where I think I can really lend my experience and help. My goal is pretty ambitious one. I’d like to grow PFL into a true global, MMA sports powerhouse.”
As for what fans can expect in 2026, Martin said big announcements are impending, though he elected to keep cards close to his chest for now. He confirmed Francis Ngannou is still in business with PFL and hinted other stars could have announcements coming soon.
With his entry into the PFL organization, however, Martin hinted fight fans could see an easier-to-follow brand in the coming year. Right now, the promotion has multiple series that coincide, including the PFL World Tournament, PFL Champions Series, PFL Super Fights pay-per-view series, and a host of international series that are more regionally driven. It’s possible some consolidation may occur.
“I’m not prepared to make any definitive announcements today, but I think we’ve been asking the fans a lot to keep track of all the various formats,” Martin said. “I’m interested in putting on the best fights we can for as many people as we can. Sometimes simpler can be better. I’m going to be looking for how do we hit that sweet spot and optimize. I think there could be some changes coming up.”
Martin did not engage in hyperbole, as he spoke about PFL’s place in an industry that contains a universally-recognizable UFC brand that is even sometimes erroneously used interchangeably with the sport, MMA. Martin hopes to continue to work step-by-step in pursuit of such a level, but says it starts with formulating a great product for its core audience.
“Right now, I don’t really view them as a competitor. I’m not naive,” Martin said. “I understand that we’re in the same industry and the same sport. They have a big lead and they’re much bigger on a much bigger scale than PFL. I think the fact that they are so successful right now and part of what I’m really bullish about with PFL’s future is because UFC continues to grow the overall category. … You did mention there are some other companies out there pursuing the space but they are way behind where we are. Over time, I’d like to continue to get better and better in the core MMA business. But I come from a longstanding media background and I think there’s never been more innovative ways to get storytelling going and get fans engaged and begin to tell stories in different ways. Our sport is about storytelling, so I’d like to exploit that.
“Long-term ambition would be PFL could be a very successful and valuable global media company. But that’s long-term. We’ve got a long way to go, and I want to make sure we continue to put all the necessary pieces in place to grow this business intelligently, take advantage of the global market expansion and to deliver to fight fans. Ultimately, if the fight fans like PFL, we’re going to do great.”
