PFL staffer Jeff Brady gave his life saving two children from a strong current in an Arizona river, and now UFC CEO and President Dana White has stepped up to support the family.
Brady, 51, was discovered unresponsive and declared dead roughly seven hours after swimming out to save two youths who were pulled off a shallow area by a strong current in the Colorado River near Yuma, AZ on the afternoon of July 5.
A former staff member with Bellator and other fight promotions, Brady was reportedly able to keep the children above water until a boat could pull them out, but then slipped under himself.
A GoFundMe campaign was launched by the family on Monday, with Dana White now the top donor at $10,000.
“On July 5th, 2025, Jeff Brady made the ultimate sacrifice when he gave his life to save two young boys, ages 10 and 12, from drowning in the river. Jeff didn’t hesitate, he saw children in danger and acted without a second thought. That’s just who he was…. a protector, a provider, and a selfless hero,” the GoFundMe page reads.
Brady had moved from California to Yuma, Arizona just two months prior to the tragedy. His brother, who was on hand during the incident, posted more details to his own social media accounts.
“Today, I lost my twin brother, my best friend, my other half, and now my HERO,” wrote Greg Brady. “In an act of incredible bravery, he gave his life saving two young boys from drowning at the place both of us call our Lil’ Slice of Paradise, the lower river. That’s who he was…. selfless, fearless, and always putting others before himself. He didn’t think twice. He saw someone in need, and he acted, just like he always did.”
The GoFundMe for Brady is roughly 10K away from its $60,000 goal.
