April 17 – Dubai, UAE: DUNE | 23, the award-winning Middle East-based Sport & Entertainment agency, has been appointed by the Professional Fighters League (PFL) to lead their commercial partnerships across the Middle East, as PFL MENA accelerates its expansion in one of the fastest-growing sports markets globally.
DUNE | 23 has been tasked with ushering in a bold new era for PFL by building and managing strategic brand partnerships, sponsorship pipelines, and commercial activation platforms across the Gulf. Fans have been anticipating the PFL MENA 2025 season, which kicks off in May in Jeddah, Saudi Arabia.
The agency’s latest client win adds to a roster that includes Mubadala Abu Dhabi Open, and Sail GP. DUNE | 23 has been ranked in the Top 3 Best Agencies at the 2024 Middle East Sports Industry Awards and recently signed a strategic partnership with the Argentine Football Association (AFA).
The Professional Fighters League (PFL) is a global powerhouse in MMA, known for its disruptive format, elite talent roster, and high-profile global events. Launching its Middle East series in May 2024, PFL hosted matches for elite athletes from the region, facing off across several weight classes.
“The Middle East is a key strategic market for the Professional Fighters League as we continue to grow our global footprint,” said Jerome Mazet, General Manager, PFL MENA. “Following the success of our debut events in Riyadh and Dubai, we’re excited to partner with DUNE | 23 to drive forward our commercial ambitions in the region. Their deep understanding of the regional sports landscape and proven track record with global rights holders make them the ideal partner as we build long-term value through meaningful partnerships and fan engagement.”
“We’re thrilled to be working with the PFL during such an exciting growth period for the brand in the region,” said Jamie Hosie, Managing Partner at DUNE | 23. “The PFL isn’t just staging events – it’s building a legacy in the Middle East. Our focus will be on creating powerful commercial stories and long-term brand partnerships that connect the league with the region’s passionate sports audience.”
The announcement follows a series of high-impact PFL events in the region. Most notably, the inaugural PFL Road to Dubai Champions Series card took place on January 25 in front of a sold-out Coca-Cola Arena, headlined by a thrilling Bellator Lightweight fight between Champion Usman Nurmagomedov and challenger Paul Hughes. The event also made history with Omar Hadi Al Hussaini becoming the first Emirati to win in the PFL, underlining the league’s commitment to developing local talent.
This milestone coincides with the debut of PFL Super Fights in Riyadh, where Francis Ngannou made his highly anticipated MMA return, defeating heavyweight champion Renan Ferreira in one of the year’s most talked-about bouts.
With headquarters in Dubai, offices in Abu Dhabi, and regional expertise across the GCC, DUNE | 23 continues to shape the commercial and communications landscape of sport and entertainment in the Middle East.
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Media Contact
DUNE | 23
Abigail Spencer
Tammy Chan
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 in MMA with the “win and advance” format. PFL is broadcast and streamed to 190 countries with 20 leading media partners. PFL is backed by major blue-chip investors including SURJ, Ares, Knighthead, Luxor Capital, Waverley Capital, Elysian Park Ventures, 885 Capital, and numerous NBA, MLB, NHL, and MLS team owners. MMA is the growth sport business of this decade, with 650 million fans worldwide, the youngest audience demographic, and true global revenue streams.
ABOUT DUNE | 23
DUNE | 23 is a Middle Eastern-based Sport & Entertainment agency specialising in Integrated Marketing & Communications, Brand and Commercial Partnerships, and recently placed in the top three in the Best Agency category at the 2024 Middle East Sports Industry Awards.
DUNE | 23 holds a portfolio of high-profile clients across the region, including SailGP, DP World Tour (Abu Dhabi HSBC Championship, DP World Tour Championship, Team Cup and Dubai Invitational), Mubadala Abu Dhabi Open, Emirates Dubai 7s, Abu Dhabi Sports Council, Autonomous Racing League, Argentina Football Association, Zayed Sports City, All Things Live (Ed Sheeran, Bryan Adams and Green Day), Dubai Comedy Festival, Zayed Sports City, BRED by Hypebeast, Steve Harvey’s Open Fire Food Festival, BLAST Premier Esports Festival, Zayed Charity Run, The PIF Saudi International powered by SoftBank Investment Advisers to name a few from the world of Sport and Entertainment.
With offices in Abu Dhabi and Dubai, and further expertise across the region, DUNE | 23 boasts a strong presence throughout the Middle East.
