PFL hires longtime sports media executive Lenny Daniels as new COO

One of the world’s top MMA organizations is adding an experienced sports media veteran to its executive fold.

PFL announced Monday morning it has hired Lenny Daniels, former president of Warner Bros. Discovery Sports U.S. (previously known as Turner Sports), as its new chief operating officer, according to a statement provided to The Post.

CEO John Martin lauded PFL’s new hire as “among the most accomplished executives in sports media, having spent decades shaping and growing elite sports organizations.” 

“He has managed some of the biggest sports properties on the planet and understands how to deliver premium sports content, live experiences, and digital engagement at massive scale,” Martin, to whom Daniels will report, went on to say in the statement. “Lenny will be a game-changing leader for the PFL as we enter our next stage of growth.”

Daniels spent 27 years with the former Turner Sports before Sports Business Journal reported in November 2022 his exit from WarnerMedia in the wake of its acquisition by Discovery Communications. 

During his time at Turner Sports, Daniels worked with notable programming such as “Inside the NBA” and the network’s coverage of the NCAA Tournament.

The statement highlighted Daniels’ wide recognition “as a leading storyteller, brand builder, and innovator.”

The PFL media rights agreement with ESPN runs through the end of 2026, Martin told MMA Junkie in September, and the organization’s statement also made note of Daniels’ experience with “major rights negotiations.”

“PFL is one of the most exciting and future-forward sports properties in the world,” Daniels, who also has previous experience with both ESPN and NBC Sports, said in the statement. “The opportunity to help build the next great global combat sports brand, powered by storytelling, technology, and athlete-first innovation, is rare. I am committed to delivering operational excellence across every level of the League. We’re just getting started.”