Women that fight: The female participation in mixed martial arts events
Sports marketing is in Mixed Martial Arts (MMA) a strategic potential, either through the promotion and implementation of events or the interested in sports. Thus, the management of the sports event planning becomes strategic to measure it considers the participation of female athletes in MMA events...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2016-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123052598002 |
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| _version_ | 1825207342881308672 |
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| author | Lisiane Caroline Rodrigues Hermes Regina Raber Cassiana Maris Lima Cruz Janine Fleith de Medeiros |
| author_facet | Lisiane Caroline Rodrigues Hermes Regina Raber Cassiana Maris Lima Cruz Janine Fleith de Medeiros |
| author_sort | Lisiane Caroline Rodrigues Hermes |
| collection | DOAJ |
| description | Sports marketing is in Mixed Martial Arts (MMA) a strategic potential, either through the promotion and implementation of events or the interested in sports. Thus, the management of the sports event planning becomes strategic to measure it considers the participation of female athletes in MMA events. This study aims to analyze the participation of females in MMA events, highlighting the perception of the fighters on the current business scenario in this segment. The method is configured as an exploratory and descriptive research with a qualitative approach, where there is information content analysis obtained through an open questionnaire. The results showed that the MMA product planning females is working strategically towards attracting viewers and brand awareness. In addition, further notes to male dominance in this type of sport, emphasizing gender issues related to compensation of the athletes and their occupation. However, it is clear that athletes even challenged by this scenario, remain convinced of their choices by segment. |
| format | Article |
| id | doaj-art-66a2a3f12e8e41a483fd34804f4c5cb8 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2016-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-66a2a3f12e8e41a483fd34804f4c5cb82025-02-06T23:39:31ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2016-01-01132237Women that fight: The female participation in mixed martial arts eventsLisiane Caroline Rodrigues HermesRegina RaberCassiana Maris Lima CruzJanine Fleith de MedeirosSports marketing is in Mixed Martial Arts (MMA) a strategic potential, either through the promotion and implementation of events or the interested in sports. Thus, the management of the sports event planning becomes strategic to measure it considers the participation of female athletes in MMA events. This study aims to analyze the participation of females in MMA events, highlighting the perception of the fighters on the current business scenario in this segment. The method is configured as an exploratory and descriptive research with a qualitative approach, where there is information content analysis obtained through an open questionnaire. The results showed that the MMA product planning females is working strategically towards attracting viewers and brand awareness. In addition, further notes to male dominance in this type of sport, emphasizing gender issues related to compensation of the athletes and their occupation. However, it is clear that athletes even challenged by this scenario, remain convinced of their choices by segment.http://www.redalyc.org/articulo.oa?id=123052598002sports marketmixed martial artswomen |
| spellingShingle | Lisiane Caroline Rodrigues Hermes Regina Raber Cassiana Maris Lima Cruz Janine Fleith de Medeiros Women that fight: The female participation in mixed martial arts events BBR: Brazilian Business Review sports market mixed martial arts women |
| title | Women that fight: The female participation in mixed martial arts events |
| title_full | Women that fight: The female participation in mixed martial arts events |
| title_fullStr | Women that fight: The female participation in mixed martial arts events |
| title_full_unstemmed | Women that fight: The female participation in mixed martial arts events |
| title_short | Women that fight: The female participation in mixed martial arts events |
| title_sort | women that fight the female participation in mixed martial arts events |
| topic | sports market mixed martial arts women |
| url | http://www.redalyc.org/articulo.oa?id=123052598002 |
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