The Professional Fighters League (PFL) now has a figurehead for its upcoming PFL Europe division.

Julia Boyadjieva has been announced as the promotion’s new vice president of international events and general manager of PFL Europe, the new Europe-focused arm of the promotion that has been launched in partnership with sports broadcasters DAZN.

According to a press release from the PFL, Boyadjieva brings more than 18 years of experience planning and executing high-profile sports and entertainment events.

She joins PFL from Formula 1 where, as Head of Promoter Relations, she worked closely with governments and promoters to ensure the delivery of Grand Prix races around the globe to achieve commercial and innovation milestones.

Previously, Boyadjieva spent nine years at WWE serving as Senior Director of Live Events International where she was responsible for managing the company’s portfolio of events spanning across Europe, Middle East, Africa, Asia Pacific, and Latin America.

“I am delighted to join the Professional Fighters League to further expand its international footprint, lead the launch of PFL Europe as well as stage premium MMA events across the globe,” said Boyadjieva.

“I’m looking forward to contributing to the international growth of such a dynamic, innovative, and revolutionary global sports league.”

Boyadjieva’s arrival was hailed by PFL CEO Peter Murray, who said, “As the PFL business and brand continues to scale globally, we are thrilled to have Julia Boyadjieva join our executive team.

“She brings a great deal of experience spearheading the execution of major international live events and fan experiences for some of the world’s largest sports and entertainment properties.

“Julia will provide invaluable leadership as the PFL VP of international event operations and general manager of PFL Europe, our first ever regional MMA league set to launch in 2023 in partnership with DAZN.”

The announcement comes in the lead-up to the biggest night of the year for the promotion, with the Hulu Theater at Madison Square Garden, New York set to play host to the 2022 PFL World Championship on Friday, November 25, with six world titles and $1 million prizes up for grabs in the promotion’s season finale. The event streams live on ESPN+ in the United States, with live coverage carried by the promotion’s global broadcast partners.