John Martin, the recently appointed CEO of the Professional Fighters League (PFL), has disclosed his prior attempts to acquire the Ultimate Fighting Championship (UFC) on two separate occasions, long before officially joining the mixed martial arts (MMA) scene.
Before assuming leadership at the PFL, recognized as MMA`s second-largest organization, Martin served as Chairman and CEO of Turner LLC between 2014 and 2018. His initial interest in the UFC, however, sparked earlier during his tenure as Chief Financial Officer at Time Warner Inc.
The UFC was famously sold to Ari Emanuel`s Endeavor in 2016 for what was then considered an astonishing $4.025 billion. This valuation, however, now seems like a bargain, especially after Endeavor`s partnership with WWE led to the formation of the TKO Group, boasting a current market capitalization of $38.68 billion.
PFL CEO John Martin’s Previous Attempts to Acquire UFC
Unlike many executives entering the mixed martial arts industry, John Martin brings a personal history with the sport. He has actively trained in various disciplines, achieving a black belt in karate and a blue belt in Brazilian Jiu-Jitsu.
Martin`s interest in MMA began after UFC 1, prompting him to leverage his broadcasting industry influence to potentially acquire the sport`s premier organization. He recounted to MMA Fighting, “In 2008, I attempted to generate enthusiasm within Time Warner for a potential partnership or acquisition of the UFC, both for HBO and for our wider corporate interests.”
He added, “Again in 2016, prior to its sale to Ari [Emanuel] and his group, I pushed for Time Warner to acquire it. While I had significant support internally, the company was already deep into the sale process, and the timing simply wasn`t right.”
John Martin Tasked with Guiding PFL Through a Pivotal Year
The year 2026 is poised to be pivotal for the PFL, as its ESPN broadcast agreement is set to expire by next December. The organization expects to be in its strongest negotiating position to date, having expanded its brand globally, and Martin`s key responsibility is to secure a crucial new broadcasting rights deal.
Upon joining the PFL, Martin stated, “MMA presents the most significant opportunity in sports, and the PFL has carved out a unique and unrepeatable position.”
He further expressed, “I am immensely enthusiastic about the PFL`s future and confident that this organization is just at the outset of its potential. My two primary passions are leading media enterprises and MMA, making the PFL CEO role an absolute dream come true.”
