RHEI partners with the Professional Fighters League

In February, RHEI–the media-tech AI company formerly known as BBTV–released Made, a platform with “emotionally intelligent” AI agents it said are designed to “unlock creativity” by assisting creators with day-to-day content creation and community management.

Then, in April, RHEI expanded Made to the music industry with Made for Enterprise, which used the same agentic AI tools to assist everyone from major record labels to individual artists.

Now, it’s teaming up with the Professional Fighters League (PFL), which will use Made as “a creative dream team for scalable content creation and fan engagement with the cultural momentum of the sport through unique access to PFL’s IP, events, and a range of other value adds,” RHEI says.

“Our partnership with the PFL marks a new model for how leagues and creators can combine to power fandoms,” Shahrzad Rafati, CEO of RHEI, said in a statement. “For the first time, creators are being given real access, not just to IP, but to the heartbeat of the sport, combined with AI agents that turn that access into timely, high-impact content at scale. What sets this apart is the ability to scale creativity without diluting authenticity, and to do so with intelligence that understands cultural context in real time. It’s more content, more relevance, more resonance, and more scale than anything the industry has seen to date.”

Through the partnership, RHEI and the PFL will work with a range of creators in the combat sports fandom (which, like most other live sports, has found a growing audience on social media over the past couple of years). Those creators will get access to PFL IP like official match footage, event entry, interactions with fighters, and other “exclusive creator-first opportunities designed to elevate their voices and content among the combat sports audience,” RHEI says.

RHEI says Made will “be central to how creators and the PFL will create, engage, and grow their audiences at scale.”

“This partnership is about unlocking the full potential for creator storytelling in sports,” Reggie Yan, Chief Global Partnerships Officer at RHEI, said. “We’re engaging a wide diversity of creators who are deeply aligned with the culture and energy of MMA, and empowering them with unmatched access, from coveted PFL IP to live events and fighter interactions. Fuelling this new era of creativity, Made is supercharging what these creators can do with a team of personalized and proactive agents to not only seamlessly incorporate this unique access into their content and fan interactions, but also drive their success as key voices in the MMA fan community.”

“Our partnership with RHEI is about building the future of combat sports fandom,” Mike Chioditti, SVP of New Business at PFL, added. “Made gives us the ability to collaborate with creators at a scale that has never been done before in combat sports. We’re not just growing our fan footprint; we’re building a movement where fighters, fans, and creators come together to shape the next era of MMA entertainment.”

This partnership marks a shift for the PFL, which wants to engage its digital-first fandom and move from “a traditional media model to a creator-powered ecosystem,” RHEI says.

RHEI is a Tubefilter partner.