Lenny Daniels, former head of sports operations at Warner Bros. Discovery, has joined the Professional Fighters League as chief operating officer as the mixed martial arts league looks to compete more directly with the UFC.
Daniels will oversee all day-to-day operations across the league, including global business operations, brand and content strategy, and commercial expansion. He will also play a key leadership role in PFL’s future U.S. media rights negotiations.
Daniels will report to John Martin, CEO of PFL and former head of Warner’s cable networks division.
“Lenny Daniels has been one of the most talented executives in sports media for decades.”
We are building and growing elite sports organizations,” Martin said in a statement.
As the largest sports facility on the planet, we understand how to deliver premium sports content live.
Experiences and digital engagement at scale. Lenny will be a game-changing leader for PFL.
We are entering the next stage of growth. ”
Fans, advertisers, and distributors all want more from mixed martial arts, and PFL has worked to position itself as the choice for those concerned about the costs associated with the UFC. The league, backed by TKO, recently signed a massive seven-year contract with Paramount Skydance worth $7.7 billion over the course of its term. Organizers may feel pressured to back up these fees with premium sponsorship deals.
“An opportunity to help build the next great global martial arts brand through storytelling.
“Technology and athlete-first innovation is rare, and I am committed to providing operational excellence at every level of the league,” Daniels said in a statement. We’re just getting started. ”
Daniels spent nearly 30 years at the Warner Division, formerly known as Turner Sports, where he played a key role in developing programs such as “Inside the NBA” and “NBA on TNT” and partnerships with leagues such as Major League Baseball, the NCAA and the NBA. ” Under his wing, Turner helped develop digital sports outlet Bleacher Report and played a strong role in guiding the NBA’s digital strategy. He will leave the company in 2022.
The Daniels are based in Atlanta with their two sons.
