Abstract
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.
Highlights
Fight is part of the human essence as a prehistoric synonym for survival
It is intrinsically associated to the individual’s curiosity. This fact, among others, explains the success of combat events, since the gladiators’ time on the arenas. Considering this premise, the sports market utilizes this social phenomenon to its advantage, linking it to the different organizations strategic planning (MELO NETO, 2000; GREEN, 2001; PITTS; STOTLAR, 2002; REIN; KOTLER; SHIELDS, 2008; RATTEN, 2011).the sports market is revealed as a possible tool, within a planning, to achieve goals that could be sales, brand consolidation, a new positioning, or others by using sports (GREEN, 2001; MORGAN; SUMMERS, 2008)
The sports market is able to reach this planning through the agents’ investments, which aim something in return (MASTERALEXIS; BARR; HUMS, 1998; MELO NETO, 2000; MORGAN; SUMMERS, 2008)
Summary
Fight is part of the human essence as a prehistoric synonym for survival. It is intrinsically associated to the individual’s curiosity. The objectives of the sports marketing aimed at increasing public recognition, enhance corporate image, establish identification with specific market segments, to fight or to anticipate competitors’ actions, involving the company with the community, giving credibility to the product with the combination of quality and event emotion. Ed., Online), Vitória, BBR, Volume 13 Special Issue, 22-37, 2016 www.bbronline.com.br media, and carrying marketing actions to a moment of pleasure for the consumer It allows the use of emotions with increased facility and property (MASTERALEXIS; BARR; HUMS, 1998). In this context, the sports event planning is strategic from a properly prepared proposal goals, objectives and specific actions, aiming the positive results, seeking a financial return and desired image (ANDERSSON; GETZ, 2008). Among the several sports modalities, with martial arts it is not different
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