Donn Davis And PFL Africa Plant Their Flag With Landmark Inaugural Event In Cape Town

Forbes

22-07-2025

2025 PFL Championship Series at the Grand West Arena in Cape Town, South Africa Saturday, July 19, ... More 2025. (Matt Ferris / PFL)
The Professional Fighters League (PFL) has officially planted its flag in Africa with the launch of PFL Africa's inaugural season, marking a historic milestone not only for the league but for the future of mixed martial arts (MMA) across the continent. MMA has seen rapid growth in Africa in recent years, fuelled by passionate fans and a wealth of emerging talent eager for a global platform. For Donn Davis, founder, chairman, and co-owner of PFL, this launch is more than just expansion, it's a carefully calculated bet on a market bursting with potential, defined by two essential ingredients for success: passionate fans and world-class fighters ready to make their mark.
'When we looked at launching new international leagues, we looked at two things – the fans and the fighters,' Davis explained in an exclusive interview with Forbes.com ahead of the inaugural PFL Africa season in Cape Town, South Africa. 'When we looked at the fans and the fighters in Africa, we saw two incredible, ready groups of people. We saw fans who would be very passionate, a big MMA fan base, and we saw fighters who could be the best in the world.'
The Francis Ngannou Factor
LONDON, ENGLAND - JANUARY 15: Francis Ngannou speaks during the Anthony Joshua v Francis Ngannou ... More Press Conference at Outernet London on January 15, 2024 in London, England. (Photo by)
This strategic expansion is underpinned by inspiring stories, such as that of Francis Ngannou, the Chairman of PFL Africa. He rose from humble beginnings in Cameroon to become the UFC heavyweight champion after leaving the continent in pursuit of his dreams. For Davis, Ngannou's journey exemplifies both the challenges faced and the immense potential awaiting discovery.
'Francis Ngannou had to leave the continent to start his journey to be world champion. Well, there are many potential Francis Ngannous waiting to become the next world champion,' he said. 'There is fantastic MMA talent in Africa, and they're also entertaining fighters.'
That last point is crucial. Davis explained that often fighters fall into two categories: great fighters who aren't entertaining, or entertaining fighters who aren't technically great. Africa, he says, is uniquely positioned with athletes who embody both qualities.
Why Launch in Cape Town?
Donn Davis, founder, chairman and co-owner of the Professional Fighters League (PFL)
PFL Africa kicked off in Cape Town with intention. 'Cape Town was just, it's so historic, right? And it's just a city that the world knows,' Davis said. For PFL Africa, beginning here was about more than just location; it was about setting the tone and proudly announcing the brand's African identity to the world. 'Over the next two or three years, it'll be everywhere. PFL Africa will visit almost every single country. So wherever you're from, you can count on seeing PFL Africa in the coming years.'
MMA History Made at Grand Arena
PFL Africa's first event delivered on every promise of elite competition and spectacle. In the main event, Costello 'The Spaniard' Van Steenis (17-3) stunned the MMA world with a comeback submission win over previously undefeated Johnny 'Pressure' Eblen (16-1) to become the new PFL Middleweight World Champion. With just seconds left in the fifth and final round, Van Steenis took Eblen's back and sank in a rear naked choke, putting the defending champion to sleep.
2025 PFL Championship Series at the Grand West Arena in Cape Town, South Africa Saturday, July 19, ... More 2025. (Matt Ferris / PFL)
For Van Steenis, the victory marked his arrival as champion and validated his unwavering dedication behind the scenes.
'My team and I are all killers. We don't have a plan B, only a plan A,' he shared after the fight. "My brother and I live and breathe this, and we give 100%, so how can we fail?'
Dakota Ditcheva (15-0) stayed undefeated with a striking masterclass against Sumiko Inaba (8-2) in the co-main event. Former Bellator Featherweight Champion AJ McKee won a unanimous decision over Akhmed Magomedov, while Artur Zaynukov dominated Takeshi Izumi to extend his winning streak to six.
Among the standout performances was Nigerian rising star Juliet Ukah (7-0), who defeated Ceileigh Niedermayr (3-3) via unanimous decision to keep her unbeaten record intact. Her resilience shone through despite sustaining an eye injury mid-fight.
'When my eye popped the second time, I thought to myself, Juliet, are you going to give up? I said, No, never,' she recalled. 'I kept one eye open and one eye low to make sure I finished that fight.'
Reflecting on her victory, Ukah said, 'I feel so, so good, so great about this fight in PFL Africa. It's one of the best things that has ever happened to me.'
She described the inaugural event as a dream realised. 'From the smart cage to the crowds, everything was perfect. Thank you, PFL Africa, for making my dream come true.'
2025 PFL Championship Series at the Grand West Arena in Cape Town, South Africa Saturday, July 19, ... More 2025. (Matt Ferris / PFL)
Balancing Global Consistency with Local Resonance
One of the biggest challenges for any international sports brand is ensuring a globally consistent identity while resonating deeply within local markets. For the PFL, Davis says the approach is simple to explain but hard to execute - a strategy that has proven successful in both Europe and the Middle East and North Africa.
'We respect the local culture, but we bring in our global expertise,' he said. 'Those are easy to say, but those are hard to do.'
RIYADH, SAUDI ARABIA - NOVEMBER 29: Abdullah Al-Qahtani of Saudi Arabia fight against Mervan ... More Belghouit of Morocco in the final bout organized by the Professional Fighters League (PFL) in Riyadh, Saudi Arabia on November 29, 2024. (Photo by Mohammed Saad/Anadolu via Getty Images)
This respect goes far beyond marketing. It touches everything from how fighters are managed, how ticket prices are set, to how products are distributed and business models are structured. 'It's also how you present the product,' Davis explained. 'All of those have really local considerations. We've tried to be smart and respectful to make sure this is, as I said, the people's league.'
Five years from now, Davis hopes that people across Africa will equate MMA with PFL Africa. 'We want them to say I love PFL Africa. It's not UFC, it's PFL.'
Investments and Strategic Backing
Establishing a sports league, let alone an MMA league in Africa, requires significant investment. PFL Africa partnered with Helios Investment Partners, a private investment firm that also backs NBA Africa, to make this possible.
'Our minority partner is Helios. So they've put in a significant investment. But PFL ourselves, we've also put in a significant investment,' Davis shared. 'Both of us have invested a lot of cash dollars into growing this over the next couple of years. It will not be profitable for several years. We're making a real investment.'
Beyond funding, PFL Africa benefits from the league's established global infrastructure, from fighter networks to TV production capabilities. 'These are assets we don't have to build from scratch; they're already in place,' Davis said. 'This kind of investment allows PFL Africa to deliver a premium product at a comparatively lower cost.'
Quality Without Compromise
2025 PFL Championship Series at the Grand West Arena in Cape Town, South Africa Saturday, July 19, ... More 2025. (Matt Ferris / PFL)
Despite the scale of operations and expansion costs on the continent, Davis is adamant that quality will not be compromised.
'This is not going to be your regional MMA product. People will be blown away by the quality of the event: the video, the graphics, the stage. This is something they haven't seen before.'
While the full rollout of Smartcage technology and real-time fighter stats will take time, with significant upgrades expected in year two, PFL Africa's immediate priority has been investing in fighter purses.
'The first place we put the investment was in the quality of the product and then the quality of the fighters,' Davis said. 'We want this to be the highest-paying opportunity for fighters on the continent. Fighters here will make more than anywhere else. On top of that, champions receive a $100,000 bonus, which is truly life-changing money.'
This expansion is also guided by a broadcast-first strategy that uniquely positions Africa within PFL's global model. Davis described Africa as potentially the most mobile-first PFL market worldwide, helping to eliminate traditional access barriers from the start.
'Our goal is to achieve roughly 90% coverage. If people want to watch PFL in Africa, we want 90% of the population to have access,' he said. 'Right now, only about five per cent of Africans can watch UFC fights; they're locked behind an exclusive double paywall. We want PFL to be the people's MMA league.'
Broadcast and streaming partnerships are already in place, with Davis confident this ambitious coverage target will be met by mid-season.
'Whether through streaming or mobile platforms, we want the vast majority of the continent to be able to watch PFL.'
Building an MMA Ecosystem
2025 PFL Championship Series ceremonial weigh-ins at the Grand West Arena in Cape Town, South Africa ... More Friday, July 18, 2025. (Matt Ferris / PFL)
Beyond hosting events, PFL Africa aims to build a sustainable MMA ecosystem, including youth programs, coaching initiatives, gym partnerships, and training scholarships. Yet, Davis emphasises that competition itself remains the league's most vital contribution.
'Most athletes need a pay check and real competition,' he said. 'Too often, people settle for academies as the easy route because they don't do what we do. We're creating an entire company, a full league in Africa. This isn't an academy; it's a league.'
This means real fights with real pay checks, an environment where athletes sharpen their skills under genuine pressure.
'That's the only way you get sharp. Earning or losing a pay check is what drives true growth.'
This year, PFL Africa features 32 athletes, with plans to expand to 48 next year. Following the Cape Town event, semifinal matchups were confirmed in the Bantamweight and Heavyweight divisions. The tournament continues on August 9th at Carnival City, Johannesburg, where Featherweight and Welterweight fighters will battle for their shot at glory.
What Success Looks Like in Five Years
Looking ahead, Davis has set three clear benchmarks to define PFL Africa's success. First, he aims for the league to become profitable within five years, establishing a strong business foundation. Second, he wants to see a PFL African champion rise to win a world tournament title, showcasing the region's top athletic talent. Finally, Davis hopes that MMA fans across Africa will come to see PFL as the go-to name for the sport, reflecting genuine fan loyalty.
Hitting these milestones would be a major step forward for MMA on the continent, giving fighters the chance to chase their dreams at home and giving fans a place where they truly see themselves on the global stage. For Davis and the PFL, Africa isn't just another expansion; it's a region that can change the future of MMA worldwide.