The Professional Fighters League’s pockets just landed several high profile investors, including the likes of comedian Kevin Hart and life coach Tony Robbins, in which they announced a $28 million investment in the playoffs-based mixed martial arts outfit.

PFL, which changed its name from World Series of Fighting last year, has differentiated itself from the likes of Bellator MMA and the Ultimate Fighting Championship by holding point-based regular seasons with a $1 million grand prize for each divisional finalist. The league has a television deal with NBC Sports and has steadily gained the attention of more casual MMA fans over the last few months.

Variety reports that the PFL’s ultimate goal is to compete against Dana White’s UFC, in addition to bringing a March Madness-style, single-elimination tournament to the world of mixed martial arts. Per Variety, “Burnett, the renowned reality TV producers, aims to develop a range of programming around PFL, starting with a “Challengers Series” that would be an elimination-style competition among aspiring MMA pugilists for the chance to join the league. MGM is also an investor in PFL.”

The way UFC is acting more like WWE these days, PFL could rise among the MMA ranks fast and become a household name. With Hart and Robbins backing the upstart company, success is almost a sure thing.