PFL (Professional Fighters League)
The Professional Fighters League (PFL), founded in 2017, is a US mixed martial arts (MMA) organisation recognised as one of the leading global leagues. Its unique sporting format, structured around a regular season, playoffs, and a championship, attracts world-class fighters and provides an international platform for its events. In May 2026, the PFL chose Brussels to host its major event at the ING Arena, aiming to gather over 10,000 spectators.
Nonante Cinq was commissioned to manage all press relations during this event. This involved organising a media day at Lotto Park, followed by four intensive days during Fight Week, including open training sessions, media day, press conferences, face-offs, and post-fight interviews. The objective was to maximise media coverage in Belgium.
The event generated over 100 media mentions, both in Wallonia and in Brussels and Flanders, with coverage from prestigious media outlets such as RTBF, RTL Sports, La DH, and Forbes. This visibility has allowed the PFL to establish itself firmly in the Belgian media landscape, thereby ensuring increased recognition of the league and its unique format.
Client
PFL (Professional Fighters League)
Sector
Sport
Category
Public relations
Start of the collaboration
May 2026
Website
View the client site
Tom Roche
PFL
"The team felt like a true extension of ours — excited, creative, and genuinely invested in the project (promote PFL Brussels in the city and wider Belgium.). Finding an agency willing to roll up their sleeves like that isn't easy, and we're very glad we did."
