For the fans Niche in its premise, PFC has not yet made it into the mainstream. To spread the word, Williams leans into various marketing techniques, from social media to sports betting. “We pump out content on TikTok, Instagram and YouTube when we do an event. We just signed up with Dooya,” he adds, putting PFC out on FAST channels as well. “Eventually, we will have our own streaming app; our goal is to put out about 24 events every year.” Williams is also exploring opportunities with Hard Rock Hotels, which ‘own all the sports wagering for Florida’, he says. “We’re talking to them about doing a daily pillow fight, called Fight at Four, for the wagering audience.” The rules are simple: “Whoever wins today fights tomorrow,” explains Williams. Guests at the hotels and casinos can attend the fight – or watch from the casino floor – and bet on a winner, making it a unique opportunity for both PFC and the entertainment chain. Williams also aims to boost fan engagement by utilising the latest technologies to boost transparency – something that he believes has been missing from traditional fighting. “Boxing is this smoking room
CUT THE FLUFF While the sport may still be in its early stages, PFC has committed to paying its fighters in full – making it a rewarding pursuit for top performers
its ‘sort of goofy’ nature. “If you go to our fights, everybody’s there to have fun, and they do have fun. Everyone’s happy – they’re hooting and hollering. The fighters engage because they’re not worried about getting killed,” he remarks. “After the fight, everything changes – the superstar, he’s walking around town with the Pillow Fighting Championship belt, which is just the craziest thing. That’s the magic we have,” he enthuses, adding: “It just has to be better-produced.” Although it’s a tricky time for the entertainment industry in the post- pandemic era, Williams feels that PFC’s success has been somewhat serendipitous. “It’s been up and down, but we’ve gotten really lucky. I think everyone’s frustration with Covid-19, as well as the wars and the economy, makes people a little crazy, and they want to see fights,” he argues. “Otherwise, you fight and you cause issues; that’s how it’s always been. I mean, the Olympics were started to stop these villages from killing each other” – among various other reasons. Speaking of the Games, Williams has high hopes for the sport’s future. “I believe it will eventually become an Olympic sport,” he shares confidently, “but we are looking for the right strategic partners. “It’s an incredibly tough business to make work,” Williams continues, “but Hollywood keeps knocking on our door, and now we’ve finally got a deal in place. Remarkably, this little sport has already started attracting global attention.”
mystery of: ‘How is this thing even scored? Who’s behind it?’ We want to keep it super clean and positive.” To do this, Williams hopes to integrate an automated scoring system, AI-powered cameras and pressure sensors inside the pillows themselves, “so the audience can see how hard the hits are,” he adds. He’s been working with the company Jabbr on tracking tech and other enhancements that will ultimately improve the sport’s production. “We see that as a huge benefit for PFC,” he concludes. Why so serious? Despite a desire to be taken seriously, Williams hopes that PFC will retain
» I believe it will eventually become an Olympic sport, but we are looking for the right strategic partners «
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