One of the most significant showdowns for sports fans in recent history will take place on October 19 in Saudi Arabia.

It's easy to think that “Battle of the Giants” might just be another big MMA event. Organized by the Professional Fighters League , the so-called “superfight” will feature Francis Ngannou, the former UFC Heavyweight Champion, and Renan Ferreira, the 2023 PFL heavyweight title holder also known as “La Problema.” There will also be a clash between two female champions, Cris Cyborg and Larissa Pacheco

At PFL, executives see a chance to bring new fans to the sport. “This is a card you’ve never seen. The two best men and the two best women,” says Donn Davis, the former AOL executive who is founder and a co-owner of the MMA league. “We think this is something that’s going  to definitely get the die-hard MMA fans, but if you’re just a sports fan, this is something you’ll want to see.”

In a time when sports may be the last programming genre consistently attracting large simultaneous audiences to TV screens, leagues across the board are eager to showcase their potential. Media rights for PFL's main rival, the UFC, are controlled by Endeavor's TKO Group, and are up for renewal in 2025. PFL's media rights expire in 2026, according to Davis. ESPN holds distribution agreements with both MMA leagues in the U.S.

Davis emphasizes that MMA is a niche product. “There are only two top-tier companies — UFC and PFL.” While these two leagues have different operational approaches, Davis believes PFL can gain ground and broaden the sport's appeal. “UFC is the leader, no question, but PFL's approach is intriguing and innovative. We believe viewers will want to watch both, not choose one over the other.”

However, PFL's approach stands out from UFC's. “We empower the fighters, not the promoter,” says Davis, highlighting PFL's regular season, playoffs, and championship format. He suggests UFC follows a “Don King boxing model” where the promoter dictates the best fights and orchestrates them. “That's not athlete-driven,” he states. “In the NBA, Adam Silver doesn't dictate who makes the playoffs.”

But the regular calendar and predictable schedule benefit the league, he argues, particularly when it comes to sponsors. “We have a structured season. We are not just a one-time event.”

UFC remains the larger competitor, Davis acknowledges, typically drawing twice the audience PFL does for its major events. PFL usually attracts 2 million viewers globally and 500,000 in the U.S., he notes.

The executive says he enjoys collaborating with companies that disrupt their respective industries. He founded the AOL division that acquired companies such as Netscape, Moviefone, and Mapquest between 1998 and 2002, and worked alongside prominent AOL figures Steve Case and Ted Leonsis in their Revolution venture capital firm. As UFC gained popularity, he thought to himself, “This reminds me of when I joined AOL in 1997.”

He has bigger goals. “My mission is to grow the sport and conquer the world — all in a day's work.”