PFL appears to be on the verge of sweeping changes that could reshape the company’s identity. According to veteran journalist Ariel Helwani, promotion executives are discussing a full rebrand, including a possible new name and logo. One of the most realistic options is a return to the Bellator MMA brand, which PFL acquired in November 2023 and has since been folding into its broader operation.
PFL could be headed for one of the most dramatic rebrands in modern MMA, with the company exploring whether to revive the Bellator name under new executive leadership.
On a recent episode of his Uncrowned show, Ariel Helwani said new PFL boss John Martin is considering a name change that could effectively phase out the PFL brand altogether.
“They are exploring a rebrand, and one of the options is bringing back Bellator MMA as the official brand. They could eliminate PFL and restore Bellator, which they own. A full rebrand — PFL champions would become Bellator champions,” Helwani said.
The discussion comes as Martin looks to launch what he sees as a new era for the promotion. Since acquiring Bellator — whose final event under that banner was Bellator Champions Series in London in September 2024 — the company has already moved away from PFL’s traditional season-and-playoff structure and reshaped its schedule.
Now the bigger question is whether the Saudi-backed league is also prepared to abandon the identity it spent years building and instead lean on a brand that still carries more recognition with many longtime MMA fans.
