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.