The Professional Fighters League (PFL) is putting its MMA fighters through a brutal playoff system, promoting a “fight twice, same night” format and a campaign to match the brutality of the sport.

The PFL, which claims to be the first organization ever to present MMA through a regular season, playoffs and championship format, is headed to Las Vegas for the playoffs at Mandalay Bay on October 11, 17 and 31, and the action will feature a first-ever fight twice, win twice in one-night format. The champion of each division walks away with a title and a million dollar prize.

The multichannel marketing campaign encompasses digital, TV, radio, social, gaming and out-of-home, including a 60-second television spot that will appear on ESPN properties. The spot features its fighters, including Lance ‘The Party’ Palmer, Alex ‘The Spartan’ Nicholson and Kayla Harrison delivering some brutal blows.