Female Fighters in MMA, Fight Like a Girl: A Look into Female Fighters from a Marketing Approach
Minyong Lee , Kalik Nesbitt, Alexander Brothers, Tiffany Fuller

Abstract
The purpose of this study is to investigate why female fighters in MMA do not get the same marketing and sponsorships as their male counterparts. Also, this study plans to help marketers examine consumer behaviour based on marketing strategies and determine which tactics bring larger attendance to female MMA fights. This study will also identify the key motives that contribute to spectator attendance at female MMA fights. Lastly, this research investigated the differential effects of sociodemographic variables on the attendance motives. Subjects for this study came from 52 convenient samples. The results exhibited that female MMA fans’ attendance was more influenced by environmental factors (i.e., ticket price, quality of facility)than to social related motives (i.e., friends and family).

Full Text: PDF