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Tuesday, April 17 • 4:15pm - 5:30pm
How UFC and Mixed Martial Arts (MMA) Are Becoming Mainstream and Are Tipping Points in Sports and Audience Research

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The topic shows the parallels and exposes the differences from current sport media research due to the nature of the MMA and the structure of no season and no set cities, etc.
The areas of research are: what is attracting fans to tune into PPV television events as well as discuss audience demographics; how the branding and advertising strategies took UFC from banned in many states to being aired on Fox television; the advertising and sponsorship of individual athletes and the effect on brand attitudes; how fighters and Dana White (UFC) are using social media tools such as Twitter to promote themselves and the brand; and fan identity and how it differs from team sports.
Moderator: Andrew Billings, University of Alabama
Panelists: Natalie Brown, University of Alabama; Fan Identity in the UFC
James Sanderson, Arizona State University; The UFC's Proactive Approach to Social Media
David Sullivan, University of San Diego; How the UFC Constructs Masculinity
Michael Devlin, University of Alabama; Branding the UFC: Mainstream Acceptance and its Impact on Advertising

Tuesday April 17, 2012 4:15pm - 5:30pm PDT
Pavilion 9

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