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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Autores principales:	Lisiane Caroline Rodrigues Hermes, Regina Raber, Cassiana Maris Lima Cruz, Janine Fleith de Medeiros
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2016
Materias:	sports market mixed martial arts women Business HF5001-6182
Acceso en línea:	https://doaj.org/article/66a2a3f12e8e41a483fd34804f4c5cb8
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id	oai:doaj.org-article:66a2a3f12e8e41a483fd34804f4c5cb8
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spelling	oai:doaj.org-article:66a2a3f12e8e41a483fd34804f4c5cb82021-11-11T15:48:06ZWomen that fight: The female participation in mixed martial arts events1807-734Xhttps://doaj.org/article/66a2a3f12e8e41a483fd34804f4c5cb82016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123052598002https://doaj.org/toc/1807-734XSports 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.Lisiane Caroline Rodrigues HermesRegina RaberCassiana Maris Lima CruzJanine Fleith de MedeirosFUCAPE Business Schoolarticlesports marketmixed martial artswomenBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 13, Pp 22-37 (2016)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	sports market mixed martial arts women Business HF5001-6182
spellingShingle	sports market mixed martial arts women Business HF5001-6182 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
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
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
title	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_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_sort	women that fight: the female participation in mixed martial arts events
publisher	FUCAPE Business School
publishDate	2016
url	https://doaj.org/article/66a2a3f12e8e41a483fd34804f4c5cb8
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Women that fight: The female participation in mixed martial arts events

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