Strategic Alliance: How TicketSmarter Became the Official Ticket Gateway for PFL's Global Expansion

The partnership between TicketSmarter and Professional Fighters League represents a significant convergence of two rapidly expanding platforms in the sports and ticketing sectors. Announced in late July 2022, this agreement positions TicketSmarter as PFL’s exclusive official ticketing partner—a move that speaks volumes about the platform’s market credibility and operational capabilities in the competitive events ticketing space.

Understanding the Players: Who Owns TicketSmarter and Why It Matters

To grasp the magnitude of this deal, it’s essential to understand the corporate structure involved. TicketSmarter operates as a subsidiary of Digital Ally, Inc. (NASDAQ: DGLY), a diversified technology and services conglomerate headquartered in Lenexa, Kansas. The parent company’s portfolio extends beyond ticketing into video solutions, healthcare revenue cycle management, and other sectors—providing TicketSmarter with substantial financial and operational backing. This ownership structure enabled TicketSmarter to pursue partnerships at the caliber of the PFL, a rapidly expanding sports enterprise competing for dominance in the global MMA landscape.

What This Partnership Delivers

Under the agreement, TicketSmarter gains exclusive marketing and sponsorship rights for PFL events, while simultaneously providing fans with a secure, transparent ticketing marketplace. The inaugural partnership will be showcased with PFL Playoffs commencing August 5 from Madison Square Garden’s Hulu Theater. Fans seeking tickets can access them through TicketSmarter’s dedicated platform, combining convenience with the perceived safety of an established ticket broker.

The PFL Advantage: Why This Partnership Signals Growth

Professional Fighters League holds the position as the world’s second-largest MMA organization, operating with an innovative sports-season format that distinguishes it from traditional fighting promotions. Elite fighters compete across three stages—Regular Season, Playoffs, and Championship—with divisional leaders advancing to a win-or-go-home playoff structure. The championship spectacle offers substantial financial incentives, with individual winners claiming $1 million purses.

The league’s reach spans 160 countries via partnerships with major distribution networks including ESPN, Sky Sports, Eurosport, and others. The talent roster features 25% of competitors independently ranked in the world’s top 25—underscoring the quality of competition. With sponsorships from blue-chip brands spanning Anheuser-Busch, GEICO, IBM, and DraftKings, PFL demonstrates institutional legitimacy and market penetration that many younger sports leagues struggle to achieve.

Market Implications for Both Organizations

From TicketSmarter’s perspective, the PFL partnership expands its portfolio of premium partnerships. The company already operates as the official ticket resale partner for over 300 universities nationwide and more than 35 conferences, including the Big Ten and Pac-12. The PFL alliance demonstrates capability to compete in major professional sports—a category that attracts higher-value transactions.

For PFL, aligning with an established ticketing infrastructure provider removes operational friction as the league pursues worldwide expansion. Peter Murray, PFL’s CEO, emphasized alignment with “world class companies that share the PFL vision”—suggesting this partnership addresses infrastructure gaps the league identified during its growth phase.

The Broader Context

MMA commands approximately 600 million fans globally and attracts the youngest demographic of any major sport, making the sector particularly attractive to sponsors and emerging distribution platforms. The Professional Fighters League’s rapid expansion, coupled with TicketSmarter’s infrastructure capabilities and Digital Ally’s financial support, positions both organizations to capture increasing value from this expanding market segment.