Lenny Daniels Joins Professional Fighters League as COO

The Professional Fighters League (PFL) has announced a significant addition to its leadership team, appointing Lenny Daniels, a veteran sports media executive, as its new Chief Operating Officer (COO). This strategic move underscores the PFL’s ambitions for global expansion and increased market presence within the competitive landscape of mixed martial arts (MMA). Daniels brings nearly three decades of experience from Warner Bros. Discovery Sports, poised to steer the league’s day-to-day operations and play a pivotal role in its upcoming media rights negotiations.

A New Chapter for PFL: Lenny Daniels’ Role as COO

In his capacity as COO, Lenny Daniels will oversee the comprehensive day-to-day operations of the Professional Fighters League. His responsibilities encompass global business operations, brand and content strategy, and commercial expansion. A crucial aspect of his new role will involve leading the PFL’s highly anticipated U.S. media rights negotiations. Daniels will report directly to PFL CEO John Martin, another executive with a distinguished background from Turner, who assumed his leadership role in July 2025.

Daniels’ Extensive Background in Sports Media

Lenny Daniels’ career is marked by a long and impactful tenure at Warner Bros. Discovery Sports, previously known as Turner Sports, which he departed in November 2022. During his nearly 30 years with the organization, Daniels was instrumental in shaping some of the most recognized sports programming and digital initiatives. His leadership contributed significantly to the development of hallmark properties such as “Inside the NBA,” “NBA on TNT,” and the extensive coverage of NCAA March Madness, Major League Baseball, and the National Hockey League.

Beyond traditional broadcasting, Daniels also played a key role in the evolution of digital sports platforms, including Bleacher Report and the comprehensive NBA Digital ecosystem, which includes NBA League Pass, the NBA App, and NBA TV. This rich history highlights his expertise in content delivery, strategic partnerships, and cultivating fan engagement on a large scale.

Strategic Vision and Impact on PFL’s Growth

The appointment of Lenny Daniels signals the PFL’s clear intent to accelerate its growth and solidify its position as a major player in combat sports. PFL CEO John Martin emphasized Daniels’ qualifications, stating that he is “among the most accomplished executives in sports media” and possesses a deep understanding of how to “deliver premium sports content, live experiences, and digital engagement at massive scale.” Martin further described Daniels as a “game-changing leader” for the league’s next stage of growth.

Daniels himself expressed enthusiasm for the opportunity, stating his commitment “to delivering operational excellence across every level of the League.” He highlighted the PFL as “one of the most exciting and future-forward sports properties in the world,” driven by “storytelling, technology, and athlete-first innovation.”

Navigating the Competitive Landscape of Combat Sports

The Professional Fighters League operates within an intensely competitive market, with the Ultimate Fighting Championship (UFC) holding a dominant position. The PFL has actively sought to differentiate itself, notably through its unique season-based format where fighters compete in a regular season, playoffs, and championship. The league aims to establish itself as a compelling alternative for fans, advertisers, and distributors.

This strategic hire comes at a time when major media rights deals are reshaping the industry. The UFC recently secured a landmark seven-year, $7.7 billion exclusive media rights agreement with Paramount+, set to begin in 2026. This deal is notable for moving away from the traditional pay-per-view model for UFC’s premium events in the U.S., significantly boosting its annual broadcast revenue. As the PFL’s current U.S. media rights deal with ESPN approaches its conclusion, Daniels’ extensive experience in negotiating such agreements will be critical in securing a new partnership that supports the league’s ambitious growth trajectory.

Conclusion: The Road Ahead for PFL

The addition of Lenny Daniels as Chief Operating Officer marks a pivotal moment for the Professional Fighters League. With his profound expertise in sports media operations, content strategy, and major rights negotiations, Daniels is positioned to significantly contribute to the PFL’s strategic objectives. Working alongside CEO John Martin, his leadership is expected to enhance the league’s global footprint, operational efficiency, and competitive standing as it endeavors to become a leading force in the global combat sports arena.