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Jennifer A. Scarduzio, Christina S. Walker, Nicky Lewis, and Anthony M. Limperos

Fighting Championship League (UFC), in particular, is poised to grow. The UFC recently signed a contract with ESPN for $1.5 billion to broadcast 30 events over the next 5 years ( ESPN, 2018 ). Thus, a prime opportunity exists to examine how individuals respond to athlete-perpetrated IPV incidents in these

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Ted M. Butryn, Matthew A. Masucci, and jay a. johnson

Long after other professional leagues suspended live events due to public health guidelines related to COVID-19, mixed martial arts (MMA) impresario and Ultimate Fighting Championship (UFC) president and chief executive officer Dana White continued to brazenly promote UFC 249, scheduled to take

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Andrew Kim, Minhong Kim, Steven Salaga, and James J. Zhang

Fighting Championship (UFC) also utilizes social media to reach their followers through a variety of platforms. The UFC is the leading worldwide promoter in professional mixed martial arts (MMA) and its economic relevance rivals that of the most valuable team sport franchises in the world based on its 2016

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Scott Tainsky, Steven Salaga, and Carla Almeida Santos

The scholarship on the economics of individual sports is scant relative to that of team sports. This study advances sport management scholarship, particularly sport economics, by using consumer-theory modeling to estimate Ultimate Fighting Championship (UFC) pay-per-view purchases. Our generalized linear models show fan preferences for certain weight classes, star fighters, outcome uncertainty and comain event quality factors as well as scheduling preferences for holiday weekends. The popular notion that The Ultimate Fighter reality series served as the impetus for the UFC’s growth is supported in part. The study concludes by showing how the modeling results impact firm revenue generation via fight card characteristics.

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Natalie A. Brown, Michael B. Devlin, and Andrew C. Billings

This study explores the implications of the sports communication theory of fan identification and the divisions often developed between identifying with a single athlete and the bonds developed for a sport as a whole. Using the fastest growing North American sport, mixed martial arts (MMA)—more specifically, the Ultimate Fighting Championship (UFC)—differences in levels of fan identification were examined in relationship to attitudes toward individual athletes and attitudes toward the UFC organization. An online survey of 911 respondents produced a highly representative sample of the UFC’s current audience demographics. Results showed significant differences in fan identify between gender, age, and sensationseeking behaviors, suggesting that distinct demographic variables may influence the role that fan identity has not only in sports media consumption but also in future event consumption. Implications and ramifications for future theoretical sports communication research and sports marketing are postulated.

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Terry Eddy, Lamar Reams, and Stephen Dittmore

As online business models have evolved, learning what drives users’ consumptive behaviors has gained increasing interest to sport researchers and sport properties. An increasing number of sport properties are expanding, and deriving revenues from, their presence on digital-media platforms (e.g., MLB, NBA, NFL, UFC, WWE, etc.). Of the sport properties mentioned, none are more reliant on digital-media activity than the Ultimate Fighting Championship. As such, the purpose of this study was to examine the motivations and related consumption habits of users of non-subscription-based (i.e., free-to-use) online message boards. Findings suggest that message-board users find value in the opportunities for interactivity and that heavy online mixed-martial-arts users watch more events and purchase more merchandise than those who spend less time online.

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Duarte Tereso, Sérgio Moro, Pedro Ramos, Teresa Calapez, Joana M. Costa, and Tyler Ratts

(UFC) catapulted the sport into mainstream popularity ( Bishop et al., 2013 ). This rise in prominence has been attributed to a number of factors related to fandom, including loyalty to star athletes and their specific events ( Reams & Shapiro, 2017 ); enhanced relationship quality through direct

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Michael M. Goldman and David P. Hedlund

Call of Duty League League of Legends Championship Series Electronic Arts competitive games UFC 249 WNBA Draft NFL Draft “The Last Dance” docuseries Michelson and Woods’ The Masters championships and interview Kansas–Memphis men’s basketball game Georgia-Notre Dame G-Day football game Nebraska

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Chris Hanna

meet up for dinner at the end of the day and try to get a little walk in at night and do the best we can. Hanna : The UFC intended to broadcast its mixed martial arts event UFC 249 through ESPN+ on April 18 despite the onset of the coronavirus and various closures in the United States. However, ESPN

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T. Christopher Greenwell, Jason M. Simmons, Meg Hancock, Megan Shreffler, and Dustin Thorn

February 23, 2013, was a historic date for women’s mixed martial arts (MMA). For the first time in history, two female fighters not only competed in an Ultimate Fighting Championship (UFC) event, Ronda Rousey and Liz Carmouche were also the headline attraction for UFC 157. Ironically, this bout