Most Valuable Promotions (MVP) and the PFL have merged under the banner MVP MMA, aiming to accelerate growth and challenge the UFC. MVP, co-founded by Jake Paul and Nakisa Bidarian, has been active in boxing since 2021 and made its MMA debut in May. The PFL, founded in 2018, airs on ESPN and is led by CEO John Martin.

The merger talks began when Bidarian suggested MVP to PFL's previous ownership. Martin sought MVP's promotional prowess to boost PFL's visibility, respecting Paul's ability to draw audiences. The collaboration was sparked by a text exchange between Bidarian and Martin regarding a potential PFL rebrand.

MVP MMA plans to launch with a new U.S. partner in 2027, with hopes of continuing their relationship with ESPN. The company intends to aggressively pursue free agents and aims to become a significant competitor to the UFC, positioning itself as a strong alternative within 12 to 24 months. The unified promotion will feature existing PFL champions and focus on storytelling to establish its fighters as the best in the world.