SportyTV, the fast-rising African broadcaster under the umbrella of Sporty Group, has significantly expanded its footprint in the mixed martial arts (MMA) space with a wide-reaching broadcast and sponsorship agreement featuring the Professional Fighters League (PFL).
This partnership marks a notable evolution from the initial 2023 engagement, when SportyTV aired three PFL events on free-to-air channels in Nigeria and Ghana. The new agreement scales that effort across three key African markets—Nigeria, Ghana, and South Africa—and brings PFL’s global programming into the homes of millions.
Under the terms of the deal, SportyTV will distribute a range of PFL content, including the flagship PFL World Championship, the PFL Champions Series, and international leagues such as PFL Europe, PFL MENA, and the newly launched PFL Africa. All broadcasts will also be simulcast on the SportyTV mobile app and YouTube channel, ensuring multiplatform access in a mobile-first continent.
Beyond just content delivery, the agreement layers in strategic verticals. Sporty Studios will produce original programming focused on African MMA stories, while Sporty.com will provide event coverage, athlete features, and results, helping to build narrative depth around the sport.
Crucially, this expansion is accompanied by a betting partnership integration. Sporty Group’s pan-African betting platform SportyBet has been named the official wagering partner of PFL Africa, bringing with it branding rights across live broadcasts, digital touchpoints, and venue activations.
Elias Schulze, General Manager of PFL Africa, emphasized that this is “not just a sponsorship,” but rather “a strategic alliance” between two entities intent on unlocking Africa’s untapped MMA potential. Schulze cited Sporty Group’s reach, digital innovation, and engagement track record as the foundation for the partnership’s long-term value.
The timing of the announcement coincides with the official launch of PFL Africa, PFL’s third regional league after Europe and MENA. The inaugural event—PFL Cape Town—will showcase top-level African talent competing in the Champions Series: Road to Dubai tournament, a pathway aimed at elevating athletes into PFL’s global talent ecosystem.
Throughout 2025, the PFL Africa season will span the continent with a competitive structure featuring 32 fighters across 15 nations and four divisions, as well as collaborations with Canal Plus (French-language rights) and SuperSport (non-French-language territories).
Notably, PFL Africa is co-led by Francis Ngannou, the former UFC heavyweight champion from Cameroon, who holds a dual role as chair and minority owner. He joins forces with Helios Sports & Entertainment, the African-focused private equity fund that has also invested in the venture—underscoring a strong local and international capital alignment.
This move by Sporty Group highlights a trend of African media houses vertically integrating broadcast, betting, and digital production. It also serves as a playbook for how regional players can help global sports brands localize effectively across the continent.
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365247 Take:
This deal represents more than content acquisition. It’s an ecosystem play—leveraging IP rights, digital distribution, betting synergies, and regional storytelling to anchor a new sport in the African consciousness. For other rights holders, broadcasters, and investors looking at Africa, this partnership offers a powerful case study in cross-vertical, pan-African sports strategy.
