Thanks for the reply, however I had to use the following rules to make it work:
ACTION=="add", SUBSYSTEM=="pci", ENV{PCI_SLOT_NAME}=="0000:01:00.0", ATTR{driver_override}="vfio-pci"
ACTION=="add", SUBSYSTEM=="pci", ENV{PCI_SLOT_NAME}=="0000:01:00.0", RUN+="/bin/sh -c 'modprobe vfio-pci; echo...