NEW YORK – October 1, 2024 - The Professional Fighters League (PFL), the fastest growing and most innovative sports league, today announced Carl Lawrence will join the organization as Head of Licensing, reporting to SVP, New Business, Mike Chioditti.
In his role, Lawrence will be responsible for growing PFL’s existing IP partnerships – including the PFL’s apparel partnership with Takedown and trading card partnership with Panini and growing our e-commerce store, Live Event Merchandise sales, and securing new partnerships for PFL across the sector.
Lawrence previously spent more than nine years at World Wrestling Entertainment (WWE) leading the growth of WWE consumer products covering e-commerce, live event merchandise and licensed partnerships. Now approaching his 25th year in the licensing industry, Lawrence previously worked at CAA, where he secured licensed partnerships with A-list organizations including Red Bull Racing, Porsche, McLaren, and Formula 1. In his role at IMG, Lawrence secured partnerships with the PGA Tour, The Wimbledon Championships, The Open, The Ryder Cup, and Ferrari.
“We are excited to welcome Carl Lawrence to the PFL family as he joins as Head of Licensing,” said PFL SVP, New Business, Mike Chioditti. “Carl brings a wealth of experience in the world of IP licensing and, with a two-decade track record of delivering big-name partnerships across the sports and entertainment industries, Carl will play a huge role in the growth of the PFL in the months and years ahead.”
“I am delighted to join the PFL, and hope to make a real difference to the brand and the business,” said Lawrence. “The PFL is a leading brand in the world of combat sports, and I am excited to explore the brand’s huge potential for IP partnerships as the organization continues to expand and grow.”
PFL is the only organization in MMA with the sports-season format, where individual fighters compete in a Regular Season, Playoffs, and Championship each year. The combined roster of PFL and Bellator boasts 30 percent of its fighters independently world-ranked in the top 25 of their respective weight class. PFL has an expansive global vision for the sport and is building the “Champions League of MMA” with PFL Europe, PFL MENA, and more international leagues in development. PFL leads in technology and innovation, with its proprietary PFL SmartCage powering fight analytics, real-time betting, AI scoring, and a next-generation viewing experience. PFL is available on ESPN/ESPN+ in the U.S., DAZN in Canada and Europe and broadcast and streamed in 160 countries with 20 premium media distribution partners.
ABOUT PROFESSIONAL FIGHTERS LEAGUE
Professional Fighters League (PFL) is a global powerhouse in MMA and the fastest-growing sports league worldwide. PFL has five live fight franchises, offering year-round content: PFL League Season, PFL PPV Super Fights, PFL Challenger Series, PFL International Leagues, and Bellator. Founded in 2018, PFL is backed by major blue-chip investors including SRJ, Ares, Knighthead, Luxor Capital, Waverley Capital, Elysian Park Ventures, 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. PFLmma.com; Instagram (@PFLmma); Twitter (@PFLMMA); Facebook (/PFLmma).
