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Challenges Faced by The Ultimate Fighting Championship Cases

Challenges Faced by The Ultimate Fighting Championship Cases

Challenges Faced by The Ultimate Fighting Championship Cases


Mixed martial arts may be viewed as both a sport and as an entertainment venue. The Ultimate Fighting Championship (UFC) brand enjoyed the advantage of a strong domestic fan base in a growing market. International expansion opportunities also were available. Bryan Johnston, the chief marketing officer for UFC, faced the challenges of participant injures that made some events less attractive, increasing competition, and finding ways to retain two types of fans, those who saw the sport as an athletic fighting event and those who enjoyed the entertainment aspects. After many state governments banned the original format, rules were created to protect participants and eliminate some of the more unseemly aspects of the fights. Combatants were expected to demand higher pay as the level of competition grew. In these circumstances, the goal became to defend the current fan base while reaching new market segments domestically along with international markets.


1. What are the primary challenges the UFC faces in defending its domestic market or reaching new customers in those markets? Do you believe young women, ages 18-36, represent a viable new target market? Why or why not?


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