PFL CEO rates Dubai as a hub for MMA, urges fighters to rise and be respected

DUBAI: The PFL is planting its flag in the Middle East. With sold-out arenas in Dubai and a roster of world-class athletes, the promotion is making its case as an authentic alternative to the UFC for fans and fighters.

Ahead of Saturday’s Road to Dubai event at Coca-Cola Arena, CEO John Martin spoke with media about the organization’s global ambitions, its growing footprint in the UAE, and why he wants PFL to be the promotion where fighters “really want to be.”

“For Saturday night, we’ve got two world championship titles,” Martin said.

“We have a couple of fights with meaningful implications for future titles, and we have some really interesting rising talent.”

The event marks the third blockbuster PFL card in Dubai. Martin joined the company as CEO in July 2025.

Martin addressed why the UAE has become a focal point for the promotion. He pointed to infrastructure, government backing, and a developing fan base as key factors.

“In my travels, there is a lot happening in this region. There’s explosive growth. Facilities, amenities, and infrastructure are world class, and there’s a growing appreciation for mixed martial arts,” Martin said.

“We want to be here and keep returning. I’ve already had discussions with the Dubai Department of Tourism. They’re pleased to continue their relationship with us, and in some respects Dubai is becoming a home for the PFL.”

Martin noted that while regions like France and the US have established MMA fan bases, the Middle East is in a rapid discovery phase. He pointed to youth participation in combat sports as a driver.

“MMA is being rapidly discovered. There is a big emphasis in this region on kids of all ages training in mixed martial arts or jiu-jitsu. I think that discovery process is probably growing faster here than in other places,” Martin explained to members of the media. The PFL’s presence in the UAE extends beyond hosting events. The promotion’s commitment to the region includes PFL Mena, a joint venture with Surge that held four events in and around the area in 2025, with plans to continue in 2026. Sheikh Mohammed Bin Maktoum Bin Juma Al Maktoum joined the PFL ownership group in July 2025, strengthening ties between the organization and the Emirates.

Martin noted that discussions with the Dubai Department of Tourism have been positive, with officials pleased to maintain their relationship with the promotion.

The PFL has also provided a platform for local talent such as Zamzam Al Hammadi, or fighters like Amru Magomedov, a former UAE Warriors champion now living in the UAE, signing with the promotion and debuting on Saturday’s card.

“MMA saw an explosion of popularity among younger people. Boxing was still popular but skewed to older people. MMA was what the kids wanted. We’ve seen massive growth in other parts of the world over the last two decades. It’s still growing fast, people estimate more than 10 percent a year, but in some areas, like here, it took longer for the population to discover and embrace MMA.”