PFL’s new $28M investors include Kevin Hart, Mark Burnett, Tony Robbins

The Professional Fighters League has secured an additional $28 million in funding, the company announced Wednesday.

The Series B investment features a number of celebrity backers, including comedian Kevin Hart, TV producer Mark Burnett, famed motivational speaker Tony Robbins, and Washington Capitals owner Ted Leonsis.

The PFL, which airs on NBC Sports Network, is currently in the middle of it’s first full season. The PFL uses a standings system similar to major pro team sports, in which winners get points for victories, weighted towards fighters who win via finish. That’s made the PFL an early artistic success among critics after the first several shows proved to be exciting events.

The regular season will lead to a single-elimination playoff format, with promised $1 million prizes to the winner of each weight class.

Burnett, whose executive producer credits include Survivor, The Voice, and Shark Tank, spoke to Variety about why he made the investment.

“This is a big sports opportunity,” Burnett told Variety. “The most valuable thing in media right now is content that can drive subscription opportunities.”