PFL Live Generates 150 Million+ Impressions With OOH Ads

The Professional Fighters League (PFL) partnered with OOH UAE for a second outdoor advertising campaign in Dubai, promoting its upcoming fight night at Coca-Cola Arena on 14 November 2026.

Following a successful campaign earlier in the year, PFL returned to OOH UAE to build mass awareness across the city. The four week campaign featured five digital outdoor advertising sites along Sheikh Zayed Road, Hessa Street, Umm Suqeim Road and Al Khail Road.

Quick Overview:

Estimated Advertising Impressions: 150 M+

Digital OOH Sites Across Dubai: 05

Campaign Duration: 04 weeks

Event Venue: Coca-Cola Arena

PFL Campaigns Delivered by OOH UAE: 02

Campaign Objectives:

Three key objectives guided the media plan:

1. Build mass awareness: Promote PFL Live to audiences travelling across Dubai in the weeks leading up to fight night.
2. Maintain consistent visibility: Establish a four week presence across major roads to support repeated exposure to the event campaign.
3. Support event promotion: Keep PFL Live and its upcoming Coca-Cola Arena event visible across high traffic locations.

OOH UAE Strategy and Execution

We delivered a network of five digital outdoor advertising sites across four major road corridors in Dubai.

The strategy focused on locations with substantial traffic volumes, covering important routes connecting residential communities, commercial districts and popular destinations.

The campaign included:

1. A large format digital wall on Sheikh Zayed Road
2. A digital screen on Hessa Street
3. A digital screen on Umm Suqeim Road
4. Two digital screens along Al Khail Road, at Wasl Al Khail and Jaddaf Al Khail

Running for four weeks ahead of the event, the campaign maintained PFL's presence across different parts of Dubai.

High Visibility Locations Across Dubai

Location selection played an important role in extending the campaign's presence across the city.

Sheikh Zayed Road

The Sheikh Zayed Road digital wall positioned PFL along one of Dubai's most prominent highways, connecting major business districts, retail destinations and residential areas.

It gave PFL a prominent presence on Dubai's flagship highway, helping establish the event as a major sporting occasion among business professionals, tourists and international visitors.

Hessa Street

Hessa Street connects established residential communities with Dubai's wider highway network, carrying traffic between major neighbourhoods and commercial destinations.

The placement supported repeated exposure among residents and daily commuters, keeping PFL Live visible during routine journeys.

Umm Suqeim Road

The Umm Suqeim Road placement extended PFL's visibility along an important east to west corridor serving residential neighbourhoods, schools and commercial areas.

This location strengthened PFL's presence within Dubai's established residential catchment areas, helping the campaign reach local audiences who could attend the live event at Coca-Cola Arena.

Al Khail Road

Two digital placements at Wasl Al Khail and Jaddaf Al Khail gave PFL a strong presence along Al Khail Road, one of Dubai's principal north to south highways.

The two placements helped PFL reach motorists travelling longer distances across Dubai, including audiences from emerging residential communities in the city's southern districts, extending the event's visibility beyond central Dubai.

A Continued Partnership with PFL

This campaign marked the second collaboration between PFL and OOH UAE during the year.

Following the success of their earlier campaign, PFL returned to OOH UAE to deliver another digital outdoor activation supporting its live sporting event in Dubai.

The repeat partnership reflects OOH UAE's experience in planning and executing high visibility outdoor advertising campaigns for international sports organisations and event promoters.