Most Valuable Promotions (MVP), co-founded by Jake Paul, has completed a significant merger with the Professional Fighters League (PFL), rebranding the combined entity as MVP MMA. This strategic move signals a long-term ambition to create a significant rival to the Ultimate Fighting Championship (UFC) and alter the economic landscape of mixed martial arts.
The PFL brand will be retired by January 2027, with MVP MMA set to house nearly 400 athletes across boxing and MMA. This merger represents the most substantial structural shift in professional MMA since the UFC solidified its market dominance over a decade ago.
Nakisa Bidarian, MVP co-founder, stated that while overtaking the UFC in the near future is not the immediate goal, the long-term strategy aims to create a dynamic akin to Nike versus Adidas or Pepsi versus Coke over the next seven to 10 years. MVP has been a pioneer in boxing and content consumption, notably delivering the first live professional sporting event on Netflix.
With the acquisition, MVP transitions from a boxing promoter to a comprehensive combat sports company. Former PFL CEO John Martin will serve as CEO of the overall platform, while Paul and Bidarian remain on the board. Bidarian will continue to lead MVP Boxing.
Central to MVP's strategy is a commitment to fighter compensation, with the company aiming to return at least 50 percent of revenue to athletes. Bidarian believes this model, similar to traditional sports, fosters greater athlete investment and improves the overall product. This approach directly challenges the UFC's business model, where fighter pay remains a contentious issue.
Beyond compensation, MVP intends to build stars through comprehensive branding, storytelling, and 24/7 content production. Bidarian expressed confidence that MVP excels at showcasing fighters as elite athletes, a momentum expected to be amplified by the merger.
The company plans to strategically target fighters whose contracts with the UFC expire. While direct solicitation of contracted athletes is not permitted, MVP will actively pursue free agents who align with their vision. Bidarian noted that the 155-pound champion from a recent PFL event, having completed his contract, is an example of the type of talent they would consider.
MVP aims to be a fighter-first platform and a leading alternative in the sport, leveraging its private ownership status for financial flexibility. Bidarian stated that remaining private allows MVP to pursue aggressive deals without shareholder pressure, unlike publicly traded companies that may be constrained by margin considerations and owner wealth.
Key figures are expected to be central to MVP's plans. Former UFC heavyweight champion Francis Ngannou is slated to be part of the new structure, with Bidarian confirming ongoing discussions and Ngannou's eagerness to compete. Women's MMA will also be a significant focus, with PFL fighter Dakota Ditcheva identified as a potential crossover star. Additionally, Bidarian has discussed the future of the sport with former UFC superstar Ronda Rousey, indicating potential involvement.
MVP also sees opportunities for collaboration with Matchroom, its boxing alliance partner, potentially extending to a shared talent agency. While current UFC contracts of fighters like Tom Aspinall and Ian Machado Garry preclude immediate discussions, future free agency could open doors.
The UFC, through Dana White and TKO president Mark Shapiro, has acknowledged the merger, with White making light of the combined entities' past ticket sales and Shapiro welcoming increased competition. MVP, however, views this as a long-term endeavor to establish a genuine alternative in the combat sports landscape.