Beyond the immediate event, Martin, who was appointed PFL chief executive in July 2025, was clear about the wider importance of Northern Ireland and the Republic of Ireland within the promotion’s expansion plans.
With the UFC absent from the region in recent years – last staging an event in Belfast in 2016 – he believes there is a clear gap in the market.
“The UFC’s absence is our opportunity, 100%,” he said.
Martin pointed to the legacy of Bellator, which the PFL acquired in 2023, as evidence of what sustained investment in the region can achieve.
“When a major promotion comes into a region, it energises everything,” he said.
“Fighters get into gyms believing there’s a pathway to a career, and fighters like Darragh Kelly are benefiting from that previous investment. Our job now is to continue building on it.”
More broadly, the PFL’s global strategy has focused on bringing major events to markets Martin describes as “underserved” at the highest level of the sport, pointing to recent shows in Spain, France and the Middle East as examples of that approach.
“We are the challenger brand,” he added.
“We’re the underdog; that means going to places where there are passionate fans who maybe haven’t had regular access to premium MMA. Belfast fits that perfectly.”
Martin also suggested a return to the region could follow later this year if the event proves successful.
“Let’s see how this goes, but I would love the opportunity to come back in the autumn, perhaps to Dublin.”
