Business & Technology

Legends makes investment in PFL for minority ownership stake


Based in New York City, New York, United States, premium experiences company Legends has made an investment in the mixed martial arts promotion Professional Fighters League for a minority ownership stake. This is part of the strategic long-term partnership between the two companies.

Specializing in delivering holistic solutions for sports and entertainment organizations and venues, Legends will help create and execute premium, unique experiences and opportunities for PFL sponsors, partners and fans through the comprehensive partnership. The partnership will focus on developing and optimizing a range of services including sponsorship sales, ticketing, global planning, hospitality services, venue site opportunities, technology solutions and the development of a next-generation PFL training and production facility.

“With 550 million fans around the globe, PFL is primed to capitalize on the underserved MMA market,” PFL chief executive officer Peter Murray stated. “We are thrilled to partner with the world-class organization and team at Legends to create unique and powerful opportunities for sponsors, partners and fans not available in any other sports league.”

Peter Murray (©PFL)
Peter Murray (©PFL)

“The leadership team at PFL has created a unique and burgeoning MMA league that is well-positioned for expansion in the years ahead,” Legends president and CEO Shervin Mirhashemi said. “We are excited to build upon PFL’s momentum and deliver innovative and impactful solutions that will drive business and further accelerate growth.” 

PFL chairman and founder Donn Davis said Legends is an industrial-strength partner in areas that can turbo-change the PFL business. He added that the business partnership with Legends and its equity investment will accelerate PFL momentum and growth as the league further builds its audience and business upon its standing as the number two MMA company worldwide.

“Through this strategic partnership with PFL, we will bring our acumen in experiences, operations, and overall revenue generation, leveraging our entire global platform,” Legends chief operating officer Mike Tomon stated. “Legends will work closely with PFL to enhance the fan experience, and also create new revenue-generating opportunities that will help further the long term goals of the league.” 

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