New York, NY – Surge Brands, a global leader in brand licensing and consumer product innovation, announces its expansion into the world of professional sports with its appointment as the North American licensing agent for the Professional Fighters League (PFL)—the fastest-growing and most innovative MMA organization in the world.

This strategic partnership aims to expand PFL’s licensing and merchandising footprint across North America, leveraging Surge Brands’ expertise in building powerful retail programs for dynamic entertainment and sports properties.

As the only major MMA league with a world tournament format, the PFL continues to redefine the landscape of combat sports. PFL is broadcast in 190+ countries and is ranked as the #2 MMA company globally, with 5 of the top 10 most-watched MMA events in 2023 and has amassed over 2 billion video views across digital platforms. PFL athletes are among the most elite in the sport, and the brand resonates strongly with a young, diverse, and digitally native audience.

With bold global initiatives ahead—including international league launches, marquee events, and cutting-edge media innovation—Surge Brands will lead the development of retail programs across key categories such as lifestyle apparel, training gear, health and beauty, food and beverage, interactive gaming, collectibles, and more. These offerings will embody the league’s premium positioning, athlete-first ethos, and relentless pursuit of excellence—serving both the ever-growing MMA fanbase and the PFL’s elite athletes in training, competition, and recovery.

“PFL is a disruptor in the combat sports space—fast-growing, tech-forward, and globally recognized–and the opportunities for licensing and consumer products are immense,” said Ari Freedman, VP of Licensing at Surge Brands. “We are honored to partner with a league that offers an authentic connection with a passionate fanbase and an exciting roadmap for growth.”

“We’re excited to partner with Surge Brands to build on our momentum and create unique, high-quality consumer experiences for our fans,” commented Carl Lawrence, Head of Licensing at PFL. “As we continue our rapid global expansion, licensing will play a key role in deepening fan engagement and amplifying the PFL brand across new platforms and categories.”

About Professional Fighters League
Professional Fighters League (PFL) is a global powerhouse in MMA and the fastest-growing sports league world-wide. PFL is the only MMA organization with the “win and advance” tournament format. PFL has three fight products: PFL World Tournament, PFL Champions Series, and PFL International Leagues. PFL is broadcast and streamed live to 190 countries with 20 leading media partners. PFL is backed by major blue-chip investors including SURJ, Ares, 885 Capital, Knighthead, Luxor Capital, Waverley Capital, Elysian Park Ventures, and numerous NBA, MLB, NHL, and MLS team owners. MMA is the growth and global sport business of this decade, with 650 million fans worldwide, the youngest audience demographic, and true global revenue streams.

About Surge Brands
Headquartered in New York, NY, Surge Brands, Inc., a sister company to Surge Licensing, Inc., focuses on leveraging IP in the corporate and luxury brand, food, and confectionery spaces, strategically building franchises through global multi-platformed entertainment and product licensing programs.