PFL partners with Twitter for exclusive behind-the-scenes access during live events
While PFL fight cards will be featured on ESPN2 and ESPN+ during the promotion’s 2021 campaign, a new partnership with Twitter aims to provide a valuable second-screen experience.
PFL officials recently announced a partnership with the social media platform to provide fans with “a unique viewing experience with curated content from PFL fighters and other leading personalities before, during, and after the fights on Twitter through its new live event page.”
PFL CEO Peter Murray said the goal is to enhance the live broadcast with exclusive, supplemental content in real time, with access that includes live looks at the final moments as fighters prepare to step into the cage.
“You put the camera on those fighters, the camera doesn’t lie,” Murray told MMA Junkie. “You see that intensity. You see that contained energy, and it’s super-compelling, and we will do it in such an unobtrusive way to the athletes because we know it’s a really important moment for them as they’re getting their head straight and anticipating getting into the cage. We call that ‘the moment of truth.’
“So fans will have a real look behind the scenes as a live fight is winding down or finished up, and they can go behind the scenes with PFL and Twitter. Then, during the fights, we will be curating with Twitter real-time highlights that have occurred throughout the night, and then post-fight, they’ll also stream our post-event press conference, as well as other exclusive interviews.”
Following a lengthy hiatus due to the impact of COVID-19, PFL returns to action Friday with PFL 2021, Week 1 from Ocean Casino Resort in Atlantic City, N.J. Featuring Anthony Pettis vs. Clay Collard in the headlining bout, the card airs on ESPN2 following prelims on ESPN+.
The exclusive Twitter content debuts along with the new season.
“We’re excited about it,” Murray said. “Twitter is a platform that is about conversation. There’s a large MMA conversation going on at Twitter, and now PFL is going to mix it up, so we’re really exciting about the relationship.
“This is really all about conversation and other access that fans want, and it will ultimately just enhance the broadcast and streaming experience. When you watch fights, it’s all about having fun with your friends, your fellow fans, talking about what just went down, who’s coming up next, and we’ll be able to spur that conversation in a really unique way.”
The Twitter partnership is the latest alignment announced by PFL officials, which also recently revealed and exclusive deal with daily fantasy sports and sports betting outlet DraftKings, as well.
“We are pumped about our new collaboration with the PFL,” Twitter head of U.S. sports partnerships T.J. Adeshola stated. “MMA fans on Twitter are very engaged, and they’re looking for creative new ways to experience fight content, directly within their timelines. The PFL delivers an innovative product for the MMA community on Twitter – and we look forward to bringing this epic partnership to life.”