OnlyFans accelerates sporting ambitions with PFL partnership
Athletes from the MMA promotion will share exclusive content on the platform.
4 OCTOBER 2023 STEVE MCCASKILL
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OnlyFans seeking to diversify user base from adult content
More than 100 combat sports athletes have signed up in past two years
OnlyFans is working with mixed martial arts (MMA) promotion the Professional Fighters League (PFL) to help its fighters directly engage and monetise their fanbases.
The subscription-based platform is best known for its adult content but has sought to expand its offering by attracting creators from other fields, including music, fitness and sport.
More than 100 combat sports competitors have signed up to the platform over the past two years and this formal arrangement with the PFL is one of OnlyFans’ most significant forays into sport to date.
Four PFL fighters have signed up, including Biaggio Ali Walsh, Olivier Aubin-Mercier, Amber Leibrock and Kaytlin ‘Katniss’ Neil, all of whom will share exclusive training and behind-the-scenes content, with the intention of promoting the 2023 PFL World Championship in November.
“OnlyFans is thrilled to announce our partnership with the PFL and welcome their fighters to our creator community,” said Keily Blair, OnlyFans chief executive.
“These types of collaborations demonstrate the power of our platform to connect athletes with their fans. OnlyFans is giving the PFL another platform to grow their global fanbase through exclusive MMA content, and helping their fighters generate additional revenue alongside their sporting achievements.”
The PFL claims to be the world’s biggest MMA promotion behind the Ultimate Fighting Championship (UFC) and recently secured investment from Saudi Arabia’s SRJ Sports Investments. As part of the deal, the PFL plans to establish a MENA league in 2024, building on the recent launch of PFL Europe.
SportsPro says…
OnlyFans is fully aware that it is best known for what it terms ‘spicy’ content but believes its ability to monetise fans through subscriptions and one-off purchases, rather than through a share of ad revenue or another model, can appeal to creators in multiple industries.
While social media platforms offer the sports industry critical mass and wide reach, OnlyFans can offer another route to monetisation and engagement as part of a wider digital strategy.
The opportunity for individual athletes is obvious given the chance to build a brand, establish a fanbase and raise additional funding to support their career. Combat sports appears to be a particular area of interest for OnlyFans given the obvious crossover appeal with health and fitness, although other athletes in fields such as motorsports have signed up.
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