The Professional Fighters League (PFL), one of the fastest-growing sports organizations in the world, has announced a new strategic partnership with Dada Drinks, a bold and creative French soft drink brand, ahead of its highly anticipated 2025 European events in Nantes and Lyon. This collaboration marks a significant step for both brands, uniting the global rise of mixed martial arts (MMA) with a beverage company known for its daring, unconventional spirit.
Dada Drinks: A Brand with Creative Roots
Founded on the principles of originality and cultural influence, Dada Drinks has carved out a strong presence in France’s competitive beverage market. The company offers 12 distinct and imaginative flavors, each designed to stand apart in an industry often dominated by traditional tastes. Beyond its products, the brand takes inspiration from the Dadaism art movement, a cultural wave that championed creativity, freedom of expression, and challenging conventions. This unique philosophy has helped Dada Drinks position itself as more than just a refreshment—it is a lifestyle choice that resonates with France’s younger, trend-conscious consumers.
By aligning with PFL, Dada Drinks is extending its influence into the world of sports and entertainment, particularly in a sector that has witnessed explosive growth across Europe. MMA, once considered a niche combat sport, has become a mainstream phenomenon in France over the past few years. Fans are drawn to its mix of athleticism, unpredictability, and high-octane drama. For Dada Drinks, a partnership with PFL represents a natural extension of its ethos: breaking boundaries, challenging traditions, and delivering excitement.
PFL’s Growing Legacy in France
Since the legalization of MMA in France in 2020, the Professional Fighters League has played an instrumental role in bringing world-class events to French audiences. The league’s innovative format—where fighters compete in a season structure culminating in playoffs and championships—has resonated strongly with fans seeking both structure and drama. PFL Europe, the league’s dedicated regional series, has been central to this expansion, offering French fighters a platform to compete on the global stage while giving local audiences the chance to witness homegrown talent in action.
France’s passionate MMA fanbase has already helped PFL create unforgettable moments, from electrifying debuts to breakthrough performances by rising stars. The atmosphere at PFL’s French events is widely regarded as among the best in the world, rivaling other major sporting spectacles. By bringing Dada Drinks into the fold, PFL is reinforcing its commitment to working with partners that not only support the sport but also embrace its culture.
Details of the Partnership
As part of this new agreement, Dada Drinks will take on a visible sponsorship role at two major PFL Europe events in 2025. The first, PFL Europe Nantes, will be held on Friday, September 26 at the Zenith Nantes Metropole. The second, PFL Europe Lyon, is scheduled for Saturday, December 13, serving as the grand finale of the PFL Europe Lightweight and Bantamweight tournaments.
At both events, Dada Drinks’ presence will be unmistakable. The brand’s distinctive cans will be featured in fighters’ warm-up areas, at announcer tables, and throughout the arenas. In addition, in-cage branding will ensure that the Dada Drinks logo is front and center during some of the most high-profile moments of the competitions. By weaving the product into the experience, fans will come to associate the thrill of MMA with the creativity and refreshment of Dada Drinks.
John Martin, CEO of the Professional Fighters League, emphasized the cultural synergy behind the partnership:
“Dada Drinks is joining PFL in Nantes and Lyon to become part of the experience of French MMA, a movement which has become world famous due to the passion and atmosphere brought by the fans in France. With Dada Drinks’ desire to assimilate with MMA, we’re proud to align with partners who are passionate about growing the sport, and we’re excited for the future together.”
Echoing this sentiment, Mohamed Ghobni, CEO of Dada Drinks, highlighted the brand’s eagerness to contribute to the sport’s growth:
“PFL has created some of the most iconic moments in French MMA, and we can’t wait to be a part of it. Dada Drinks is all about challenging the norm, and the sport embodies that passion. Together we want to grow mixed martial arts, and bring Dada Drinks into the fold to serve the fanbase and align together to create more unforgettable moments.”
Elevating the Fan Experience
For fans, the partnership promises to enhance the overall PFL experience. Dada Drinks, known for its unconventional approach to marketing, is expected to bring unique activations, creative branding, and interactive promotions to the events. Whether through themed experiences in the arenas, limited-edition cans tied to the partnership, or social media campaigns, the collaboration aims to go beyond traditional sponsorship.
PFL’s European events already stand out for their production value, blending world-class fights with state-of-the-art presentation. With Dada Drinks on board, fans can anticipate even more engaging experiences that bring together the adrenaline of MMA with the playful and bold identity of the brand.
