VALR launched in late 2024. (PFL)

Mixed martial arts promotion Professional Fighters League (PFL) has announced a new partnership in the US market with energy drink brand VALR Energy, which launched in late 2024.

VALR becomes PFL’s official energy drink partner in the US in a multi-year tie-up that will see the recently launched drinks brand gain branding presence across PFL activities in the country.

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The drink brand will become the title sponsor of PFL’s VIP Cageside Club seating area, and will also title the PFL’s athlete bracket, and host the upcoming 2025 PFL World Tournament Bracket reveal show.

VALR and PFL will also collaborate on co-branded documentary content surrounding PFL athletes which will be disseminated onto both PFL and VALR social media and digital channels.

Speaking on the new partnership, PFL chief commercial officer Bryan Calka stated: “The PFL has become the most innovative sports league in the world, and we are excited to work with a break-through energy drink brand that will become synonymous with our mission.

“VALR is a brand-new product that aligns very closely with the PFL as we both continue to break barriers in our respective industries.”

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The VALR tie-up is the latest in a string of recent partnerships for PFL, most recent of which being the securing of Atturo Tires as the promotion’s official tire partner.

Earlier this month, PFL also brought in cryptocurrency casino Cloudbet as a new partner.

This deal comes after the end of PFL’s previous partnership with Monster Energy, one of the world’s biggest energy drink companies, which sponsored PFL’s Bellator brand across 2024.