NEW YORK — Private-brand marketer Atturo Tire Corp. has signed a multi-year deal with the Professional Fighters League (PFL) to be the official tire partner of the mixed-martial arts promotion.
The agreement calls for Atturo Tires to be featured throughout the 2025 PFL World Tournament, including in-arena features, high-visibility branding and commercials during the television and streaming broadcasts on ESPN networks.
Atturo will sponsor analyst Dan Hardy's "Keys to Victory" segment on each event, and the partnership calls for two brand ambassadors, as well as collaboration between Atturo Tires and the PFL on content for the league's digital and social channels.
Atturo Tire President Michael Mathis said the sponsorship was an exciting moment for the Waukegan, Ill.-based company. Atturo Tire designs and distributes tires for the light truck, SUV, crossover, UTV, performance, hybrid, and EV vehicle segments, targeting drivers who embrace an outdoor lifestyle. Its tires are sold globally through independent distributors and dealers.
"The PFL's passionate fanbase and uniquely high-tech method of showcasing elite talent align perfectly with Atturo's mission to deliver high-performance tires that exceed expectations," Mathis said. "This partnership not only enhances our brand's visibility but also reinforces our dedication to providing our customers and dealers with tires that punch above their weight class, just like the fighters in the PFL."
In recent months, Atturo has announced marketing partnerships with the NHL's Edmonton Oilers and Chicago Blackhawks.
The PFL is the only MMA organization with a "win and advance" format and is broadcast and streamed to 190 countries with 20 leading media partners. The league is backed by investors including SURJ Sports Investment, Ares Management Corp., Knighthead Annuity & Life Assurance Co., Luxor Capital, Waverley Capital, Elysian Park Ventures, 885 Capital and numerous NBA, MLB, NHL and MLS team owners.
"The PFL is incredibly excited to partner with Atturo Tires, a brand that is rapidly growing and moving the industry forward," Bryan Calka, PFL chief commercial officer, said.
"Like the PFL, Atturo Tires believes in groundbreaking innovation in our fields, creating a mutually beneficial partnership."