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Struggling to Establish a Presence: MMA’s Fight for a Place in the African Market

Mixed Martial Arts (MMA) is rapidly gaining popularity worldwide, boasting an estimated 550 million fans who are drawn to its exhilarating blend of discipline, strategy, and impressive athleticism. However, its representation in Africa has been limited – until now. The Professional Fighters League (PFL) is set to launch PFL Africa in 2025, a pioneering effort aimed at showcasing the continent’s fighters on a global platform.

With the regional competition kicking off in May, PFL Africa is set to introduce the league’s signature structure featuring regular seasons, playoffs, and championships to African audiences, thereby opening new avenues for athletes and enthusiasts alike.

PFL Africa will be a vital addition to the league’s growing network of regional tournaments, which includes PFL Europe and PFL Middle East and North Africa (MENA). Plans are also in place to establish leagues in Latin America and Asia over the next two years.

The inaugural season of PFL Africa will consist of four weight classes, each featuring eight African fighters, along with alternates (or reserves) and development athletes.

“In total, PFL Africa will sign 60 fighters under contract, including those on the roster, who will compete both in the season and in development programs,” states Peter Murray, CEO of PFL. “We’re establishing an African entity aimed at becoming one of the continent’s premier leagues. It will be intricately woven into the fabric of Africa, with [Cameroonian MMA sensation] Francis Ngannou at the helm as chairman.”

Despite the immense potential, Africa’s diversity poses significant logistical and cultural hurdles. With 54 nations, over 2,000 languages, and varying infrastructural levels, providing a cohesive MMA experience will require adaptability and local knowledge.

To facilitate its ambitious vision, PFL has teamed up with Helios Sports and Entertainment Group (HSEG), a division of Helios Investment Partners, which brings extensive regional expertise and financial support to the initiative.

PFL intends to leverage HSEG’s portfolio, which includes investments in NBA Africa and the Basketball Africa League (BAL), to enhance its visibility. The league’s events will be broadcast across linear, digital, and mobile platforms, aiming to ensure widespread accessibility for fans throughout the continent.

The announcement has drawn substantial interest; according to Nelson Reids, the PFL’s African marketing partner, the campaign generated over $9 million in advertising value.

Ngannou’s journey

Francis Ngannou’s position as chairman serves as a powerful emblem of the league’s aspirations. Raised in the tranquil village of Batié in Cameroon, his remarkable journey from humble beginnings, including work in gold mines as a child, to achieving global superstardom is truly inspiring.

Motivated by his childhood idol, boxing legend Mike Tyson, Ngannou departed Cameroon at age 26. His journey was both perilous and remarkable, as he crossed the Algerian desert, braving harsh daytime heat and freezing nights, while surviving on sips of contaminated water. He skillfully evaded both thieves and law enforcement, often hiding in inhospitable terrain.

Upon reaching Morocco, he faced further obstacles, including several failed attempts to enter Spanish territory by land and sea. It was his seventh attempt—a year after leaving Cameroon—that he finally succeeded, arriving at the Spanish exclave of Melilla in North Africa.

Yet even that wasn’t the end of his struggles. Ngannou spent nearly two months in a Spanish detention center before being released. Undaunted, he eventually found his way to Paris, where he took shelter in a parking garage, a stark contrast to the life he envisioned.

With no money and no friends, Ngannou found a boxing gym that became a sanctuary for him. Encouraged to explore the MMA Factory in the city, he quickly exhibited tremendous talent. Within two years, Ngannou signed with the Ultimate Fighting Championship (UFC)—an industry leader valued at $11.3 billion according to Forbes—before quickly rising to claim the UFC heavyweight title and establish himself as one of the sport’s most formidable fighters.

However, his ambitions went beyond just titles. In 2023, feeling constrained by his UFC contract and eager to pursue new opportunities, he shocked the sports world by stepping into the boxing arena, earning a total of $25 million for two high-profile bouts against Tyson Fury and Anthony Joshua, before returning to MMA with the PFL in October, securing an equity stake in the company.

Now, as both a star fighter and chairman of the league, Ngannou is committed to inspiring a new generation. “Francis had to leave the continent, like many athletes in boxing and other sports, to follow his dreams,” explains Murray. “Now, he has the chance to return, nurturing the next generation of great athletes and fighters, who, crucially, won’t need to leave the continent to turn professional.”

Young Africans hungry for content

PFL Africa is poised to take advantage of favorable demographics. As the world’s youngest continent, Africa has a median age of just 19.2 years, according to the United Nations. Urbanization is speeding up, with over 45% of Africans—more than 670 million people—now residing in urban areas. The African Development Bank reports that the middle class has tripled in size over the past thirty years, exceeding 310 million individuals. This demographic evolution is driving a rising demand for quality entertainment, elite sports, and training facilities.

The martial arts studio and club market in the U.S. was valued at $9 billion last year alone. As MMA continues to expand into Africa, gyms are emerging in major cities, with reports indicating that the UFC may soon establish a performance institute in South Africa.

“We view Africa as more than just a market; it represents a global talent reservoir,” Murray asserts to African Business. “The combination of a youthful population, digital connectivity, and a passion for combat sports makes this region ideally suited for our expansion efforts.”

However, launching MMA in Africa entails more than just erecting an octagon, booking fighters, and hoping for an audience. The logistics are daunting, from navigating regulatory landscapes to identifying venues that meet international standards.

PFL Africa aims to distinguish its model from that of the UFC, which often focuses on monetizing fans attending or purchasing access to specific events. Instead, PFL’s seasonal sports format promotes consistency, offering nearly weekly events that foster a reliable connection with audiences. This regularity is expected to make MMA a familiar and dependable presence for African viewers, positioning the league as the first global MMA organization to commit to the continent comprehensively.

The challenge lies in developing fighters who can achieve the stardom of figures like Francis Ngannou while ensuring affordability, with plans to sell some tickets for as low as $1 to broaden the sport’s reach.

Despite these significant challenges, South Africa already showcases MMA’s potential on the continent. In 2024, SuperSport’s broadcasts of middleweight South African world champion Dricus Du Plessis’ UFC battles against Sean Strickland and Nigeria’s Israel Adesanya broke viewership records. The matchup with Adesanya attracted over 528,767 unique viewers.

Nielsen Sports, an audience measurement firm, noted that 28% of viewers re-watched the fight, as fans eagerly revisited the action and excitement of strikes, takedowns, and submission holds that characterize the sport.

While PFL anticipates leveraging Africa’s deep-rooted affinity for combat sports, MMA operates under the shadow of football, the continent’s reigning king. Nevertheless, the international accolades of African champions like Ngannou and Du Plessis have raised MMA’s profile, sparking renewed interest across Africa, according to Jabu Mtwa, a South African sports entrepreneur and co-host of the Africa Business of Sports podcast.

“For PFL Africa, this symbolizes broader changes in Africa’s evolving sports industry. This initiative forms part of a larger trend toward the globalization of sports organizations and the international development of sports leagues,” Mtwa explains. “Recently, we’ve witnessed an increase in American and European-based sports organizations setting up divisions in Africa and engaging with the local diversity.”

SuperSport’s broadcasts in English, Afrikaans, and isiXhosa are enhancing accessibility and capturing attention, fueling the growing interest in combat sports among diverse audiences.

While PFL strives to make MMA accessible, Mtwa expresses concern that economic realities may limit audience reach. Many African households prioritize essential expenses, making even modest ticket prices or streaming subscriptions unattainable for a significant portion of the population.

Electrifying moments

To address this, PFL aims to nurture multiple world champions and national icons, hoping to replicate the electrifying scenes observed in Batié and Yaoundé, Cameroon’s capital. In these communities, neighborhoods and cities halt as fans gather at home or congregate in local bars to watch their hero compete.

“We are creating pathways for outstanding athletes across Africa to become both regional and global champions,” asserts Murray. PFL scouts are currently deployed across the continent, forging relationships with local MMA promotions and engaging with grassroots scenes, including Olympic disciplines.

Founded in 2009, South Africa’s Extreme Fighting Championship (EFC) has emerged as a crucial platform for a new generation of African fighters. The promotion has attracted over 100 competitors from countries such as Zimbabwe, Angola, Senegal, Nigeria, Côte d’Ivoire, and the Democratic Republic of Congo, drawing millions of viewers across the continent. It also served as the launchpad for Du Plessis’ career.

This network has fostered upcoming fighters ready to make their mark on the global stage, with local promotions recently hosting events in varied cities, including Banjul, The Gambia, and Kigali, Rwanda.

Central to PFL’s initiative is the league’s development program. A select group of athletes is already training in the United States, refining their skills in elite gyms under the supervision of world-class coaches and experienced competitors.

“Iron sharpens iron” is the guiding principle – pairing raw talent with top-level resources will produce future champions, according to Murray. In Africa, PFL is also organizing training clinics in multiple countries, bringing international trainers and athletes to share knowledge and attract more fight fans to the sport.

According to Mtwa, MMA’s appeal to African audiences is deeply connected to the continent’s rich tradition of combat sports. Wrestling has long been a fundamental part of African sports culture, with regional styles reflecting a variety of traditions. In Senegal, for instance, wrestling is the top national sport, even outpacing football, despite the country’s recent triumphs in the Africa Cup of Nations.

Fans gather to watch the mixed martial arts (MMA) Ultimate Fighting Championship (UFC) Fight Night 209 event at the Paris-Bercy arena in Paris on September 3, 2022. (Photo by JULIEN DE ROSA / AFP)

The dambe legacy

This connection extends to striking disciplines like dambe, an ancient combat sport from northern Nigeria, which combines grappling and striking techniques. These traditional fighting styles provide the foundation for MMA, making the sport both culturally relevant and exciting for African audiences familiar with intense, skill-based contests.

According to Mtwa, the African Warriors Fighting Championship (AWFC) has gained traction through strategic support from sports and technology investor Silverbacks Holdings, and sponsorship from the cryptocurrency betting platform Stake.com. This backing has raised awareness of African martial arts and enhanced the commercial viability of combat sports throughout the continent.

Other fighters, such as Mouhamed Tafsir Ba and Oumar “Reug Reug” Kane (featured on the front cover), integrate MMA with kickboxing.

The AWFC has established a significant presence, achieving 500 million views across various platforms and amassing 600,000 social media followers. Its success has also attracted the attention of major media outlets, solidifying its status as a pioneer in African sports.

PFL Africa’s combination of rich combat traditions, growing commercial interest, and expanding viewership may provide fertile soil for MMA to flourish. Sponsorships and brand partnerships are crucial, with sectors like telecommunications, beverages, technology, and consumer goods eager to engage with Africa’s burgeoning sports fan base. “A strong platform like PFL Africa enables brands to connect with an engaged audience that’s emotionally invested,” asserts Mtwa.

However, Africa’s sports realm has witnessed numerous bold ambitions from international organizations—many of which faltered when financial expectations were not met. Many once-promising football academies have succumbed to obscurity due to corruption and mismanagement. For PFL, success will hinge not on the glamour of inaugural events but on its ability to build a lasting and meaningful presence that endures over time and earns the trust of the continent.

“In 2025, we will host 35 PFL Africa events following our signature format in four different markets,” shares Murray. “Over time, we envision expanding this to as many as six markets.”

Abidjan, Cape Town, Dakar, Kigali, and Lagos are contenders to host May’s inaugural event, with the final decision set to be made in January. As anticipation grows, Murray recognizes the considerable challenges that lie ahead. Many areas lack facilities suitable for premier large-scale events, and the logistical intricacies of organizing tournaments across various nations are daunting. Transporting equipment, ensuring safety for athletes and fans, and coordinating events in diverse locations pose serious operational difficulties.

DAZN’s broadcasting advantage

Nonetheless, PFL believes a world-class broadcast experience will open up multiple revenue avenues, with distribution at its core. Alliances with Canal+, SuperSport, and DAZN ensure the league’s outreach encompasses linear television, digital streaming, and mobile platforms.

To enhance accessibility, initiatives such as “People’s Fights” will allow key events to be free to watch, providing fans from various economic backgrounds the opportunity to engage with the sport.

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