This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence. Backward regression analyses...

This study surveys professional niche sports sponsors in an effort to empirically understand what selection criteria these companies deem important when evaluating professional niche sports sponsorship proposals. Findings suggest that professional niche sports properties may possess unique...

This study examines how Mixed Martial Arts (MMA) events are marketed in order to understand the role of violence in promoting events. Researchers examined 134 pieces of promotional artwork and 57 promotional news releases by MMA organisations across North America, Asia and Europe and found that...