Dune | 23 Named Commercial Partnerships Lead for PFL MENA Expansion

The Professional Fighters League (PFL) has appointed regional agency Dune 23 to manage its commercial partnerships across the Middle East and North Africa (MENA), as part of the league’s broader strategy to expand its footprint in the region. The announcement follows the recent launch of PFL MENA, a dedicated regional league set to debut later this year.

Under the new agreement, Dune 23 will serve as the lead commercial agency for PFL MENA, with responsibilities including sponsorship acquisition, brand integration, and the development of strategic marketing partnerships tailored to the MENA market. Based in Dubai, Dune 23 specialises in sports marketing and brand consultancy across the Middle East, with a portfolio spanning football, motorsport, and combat sports.

PFL MENA is the latest addition to the PFL’s regional league network and is expected to host a series of events in 2025 featuring top fighters from across the Arab world. The regional circuit aims to create new pathways for talent development and fan engagement while supporting the PFL’s global ambitions through a locally tailored, year-round event schedule.

“We are excited to work with Dune 23 as we build out PFL MENA,” said James Frewin, Senior Vice President of International at PFL. “Their regional expertise and network make them an ideal partner as we look to establish meaningful, long-term relationships with brands across the Middle East.”

The appointment reflects a targeted approach to localisation, with PFL seeking to integrate more deeply into regional markets through bespoke commercial models. Dune 23’s mandate includes creating opportunities for local and international brands to activate around PFL MENA events, athletes, and content platforms. The agency will also help shape the league’s market positioning and commercial storytelling across Arabic-speaking audiences.

The launch of PFL MENA follows the global league’s recent investments in expanding its regional presence, including the formation of PFL Europe and PFL Africa. The league's expansion strategy is designed to unlock new revenue streams, build regional fan bases, and support talent pipelines through consistent, professionally managed event circuits.

For Dune 23, the agreement marks a significant addition to its combat sports portfolio and further establishes the agency as a key player in the sports commercial space across MENA. The firm is expected to begin activating new partnerships ahead of the first official PFL MENA events, which are slated to begin in the second half of 2025.