Professional Fighters League punches out over 1.5bn digital impressions in 2021 with Grabyo
Two-time US Olympic gold medalist Kayla Harrison (left) has seamlessly transitioned from Judo to MMA and had become one of the best women’s fighters in the world. Her unblemished run to the 2019 PFL lightweight title ran her pro record to 7-0
During the 2021 Regular Season and Playoffs, the Professional Fighters League (PFL) generated over 55 million engagements utilising Grabyo. The fast-growing sports league has achieved rapid audience growth across digital platforms in 2021.
The PFL has used Grabyo’s cloud-based live clipping, editing, and publishing tools to deliver real time highlights and video packages from its events across all of its social channels, generating over 55 million engagements in 2021, with over 1.5 billion impressions across the year.
By simplifying its video production in the cloud, the PFL is able to get to market quickly with video highlights, and it positions its channels as a primary destination for mixed martial art (MMA) content. This helps the league activate key markets to support broadcast partners and serve its live events to markets without broadcast coverage.
This strategy is driving engagement and traffic to PFL events on ESPN+, ESPN networks and the company’s 150-plus broadcast partners globally.
The PFL uses Grabyo’s multi-platform distribution tools to deliver clips to Instagram, Twitter, Facebook, and YouTube, optimised for each destination. Its digital team works collaboratively to control its branding and messaging across each platform in a remote and distributed workflow.
PFL’s digital team also uses Grabyo to monetise its social content, previously producing 200 sponsored posts within 24 hours of each event.
Ahead of its final event of the calendar, the PFL World Championship at Seminole Hard Rock Hotel and Casino in Hollywood, Florida on Wednesday 27 October, the league’s digital team will use Grabyo to promote pre-show engagement in the lead up to the event, publishing highlights from weigh-ins, press conferences and previous events. For fans who can’t be there, they can follow @PFLMMA on social for all of the best action in the ring, in the crowd, and behind the scenes.
“Our partnership with Grabyo has been a key contributor to our growth across social media over the last year,” said Dan Ghosh-Roy, chief digital officer, PFL. “We are excited to continue this partnership for our final event of the season, with Grabyo helping us drive engagement across social media by delivering our top highlights in real time.”
“Working with the PFL has been extremely exciting for us” adds Mike Kelley, president of America’s, Grabyo. “They are seeing the immediate impact of a social media strategy that focuses on real time highlight distribution, facilitating massive audience growth across their digital platforms and broadcast TV. Providing collaborative, remote video production in Grabyo’s cloud platform has made it possible, and now the PFL will build on this to reach even greater heights.”