By Allison Watkinson
TLL Reporter
Surge Brands has been appointed as the North American licensing agent for the Professional Fighters League (PFL).
Through the representation partnership, Surge Brands will work to expand PFL’s licensing and consumer products footprint across North America.
“We’re excited to partner with Surge Brands to build on our momentum and create unique, high-quality consumer experiences for our fans,” said PFL licensing head, Carl Lawrence. “As we continue our rapid global expansion, licensing will play a key role in deepening fan engagement and amplifying the PFL brand across new platforms and categories.”
Surge Brands will focus on developing the licensing program across key categories that cater to both the MMA fanbase and the organization’s roster of professional athletes.
These key categories include lifestyle, apparel, training gear, health, beauty, food, beverages, interactive entertainment, collectibles and more.
The Professional Fighters League is a global mixed-martial arts organization that features a distinct ‘win and advance’ format across its World Tournament, Champions Series and International Leagues programming.
Initially founded in 2018, the PFL’s sports content is now available in 190 countries around the world through its network of global broadcasting and streaming partners.
The organization is backed by major investment companies such as SURJ, 885 Capital, Ares, Knighthead, Luxor Capital, Waverley Capital, Elysian Park Ventures and more.
“PFL is a disruptor in the combat sports space—fast-growing, tech-forward, and globally recognized–and the opportunities for licensing and consumer products are immense,” said Surge Brands VP, Ari Freedman. “We are honored to partner with a league that offers an authentic connection with a passionate fanbase and an exciting roadmap for growth.”
A sister company to Surge Licensing, Surge Brands is a global agency that focuses on representing properties across the corporate, luxury, food and confectionery categories.
The agency specializes in building brands, franchises and IP by securing partnerships that span multi-platform entertainment and licensed consumer products.
Photo Source: PFL