The Professional Fighters League (PFL), the US-based mixed martial arts (MMA) series, has announced Darren Russell as its new international director of marketing digital and content.
Russell joins the organization having worked with the PFL since 2019 through his Socialdr digital content creation agency. During this time, he led the digital growth of PFL Europe, the Bellator Championship Series, and the Dubai Champions Series.
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After being brought in-house, Russell will oversee, consult, and implement marketing, digital, and social activations at international events, including PFL’s Champions Series, PFL Europe, PFL Mena, and PFL Africa. He will also support US-based fight nights.
Based in the UK, Russell will report to PFL Europe’s general manager David Green, and vice president of global brand Chris Blumberg.
PFL chief executive Peter Murray said: “Darren is an incredible talent who has elevated PFL’s brand to be a true global powerhouse through his creativity and commitment, ensuring our marketing, digital, and social channels tell the stories of not just our brand, but also our amazing athletes.
“His knowledge of his discipline across worldwide territories as well as insightful MMA experience give PFL a true advantage in the space, and we’re very fortunate to have a team member who has proven himself time and time again to deliver results that showcases PFL as a premium combat product.”
Russell comes to the role with more than 11 years of experience, having worked with industry stars including Floyd Mayweather, Islam Makhachev, and Cris Cyborg.
He most recently helped launch Eagle FC, a Russian mixed-martial arts promotion, with former UFC lightweight champion Khabib Nurmagomedov.
In a LinkedIn post announcing the move, Russell said: “Being a fan of combat sports, getting to call this my full-time job still doesn’t feel real.
“Looking forward to continue leading the development of PFL Europe, whilst branching out and developing our existing PFL MENA franchise and PFL Africa and other international leagues.”
The announcement comes as PFL continues to build out its backroom staff. Last September, the organization announced Chris Kaiser as its new head of global productions and content operations, having appointed experienced commercial executive Damian Willoughby as head of global partnerships last June.
In November, meanwhile, the series named Mark Loewinger as vice president of event marketing, ticket sales, and touring in North America.
The series has also announced several new commercial deals this year, including with cryptocurrency casino Cloudbet, Atturo Tires, and energy drink VALR.
