New PFL CEO John Martin Targets Post-2026 Media Deal, Citing UFC–Paramount Momentum

He sets his agenda on a higher-value rights deal after ESPN ends in 2026, citing the UFC–Paramount pact as proof of MMA’s market power.

Overview

Martin, a former Time Warner CFO and Turner CEO, takes over PFL with a mandate to scale globally and sharpen the league’s media strategy.
PFL’s U.S. rights with ESPN run through 2026, and Martin says talks for 2027 will seek a committed partner that offers a consistent schedule, strong marketing support, and higher fees.
He calls the UFC’s reported $7.7 billion move to Paramount in 2026 validation of MMA’s mainstream value and points to limited premium inventory as leverage for PFL.
Martin says he tried to steer Time Warner to acquire the UFC in 2008 and again in 2016, but the latter bid unraveled because the company was being sold to AT&T.
Positioning PFL as a credible No. 2 to UFC, he highlights roughly 80 premium MMA events between the two promotions annually and plans to elevate fan engagement through stronger storytelling.