How PFL Is Changing the Way Promotions Engage With a Digital Audience

PFL’s innovative approach to appeal to the digital audience has been successful. MMA is the fastest growing sport in the world with over 450 million fans. These fans are young, engaged, and craving content. PFL’s digital audience grew 20% Year-over-Year, and 70% are 18-34 years-of-age. The league also experienced a 68% Year-over-Year growth on Instagram.

The pillars of PFL’s digital strategy are data, personalization, and Premium Content. For example, the league’s award-winning Instagram campaign brought to life the biggest knockouts of the PFL season. It was done in a manner that resonated with fight fans who weren’t accustomed to such content.

The campaign featured digital animation artists RayRod and KutKraft. PFL was able to present something fight fans love (knockouts!) in an innovative way with content built by people within the community.

The promotion also leverages proprietary SmartCage technology to capture real-time fighter analytics (e.g., punch speed, kick speed, etc.). This data is incorporated into every broadcast. It is also brought to life on social with the fastest strike of the night-type content. PFL is also the first in combat to leverage a Ref Cam, which brings fans inside the cage. This content receives tremendous engagement on social as it provides a differentiated viewing experience.

Dan Ghosh-Roy, the man who changed how the PFL engages with fans

The Chief Digital Officer of the PFL is one of the biggest reasons how the league has increased its engagement with a digital audience. Dan joined the PFL in February 2019.

A little background on Dan, he joined the PFL from Complex Networks, where he served as SVP, Marketing, and Audience Development. During his tenure, he created and curated engaging content, reaching millions of fans with varied passion points. He developed customer acquisition campaigns through a multi-channel approach. He also oversaw year-over-year growth across Complex’s social and web properties.

Prior to Complex, he served as head of the digital for Parkwood Entertainment. He was responsible for the strategy and execution of Beyoncé’s digital business and maintaining all social and digital properties for various artists on the Parkwood roster. Dan previously held senior leadership roles at Ultra Music and EMI Music, working with the likes of Katy Perry, Snoop Dogg, Coldplay, Calvin Harris, and others.