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Strategic Management in Sports. The Rise of MMA Around the World – The Evolution of the UFC

Sergiu Vlad Stan ()
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Sergiu Vlad Stan: “Valahia†University of Târgoviște

Ovidius University Annals, Economic Sciences Series, 2019, vol. XIX, issue 1, 540-545

Abstract: Over the past 25 years, MMA (Mixed Martial Arts) has evolved from being some form of barbaric organized brawls to the fastest growing sport in the world. So how does something not even recognized as a sports discipline evolve into a global sports activity? The most important part in the world of MMA is being played by the Ultimate Fighting Championship (UFC). Similar to the boxing world, there are more than one entities organizing and leading this field. UFC is however by far the most important player in the MMA world and its global rise. The present article aims to present the evolution of MMA and the UFC, but also their strategic management approach. Due to its success, the model can offer important lessons to other sports entities promoting their businesses globally. It can also show how the marketing process is adapting to the modern needs of a business.

Keywords: Mixed Martial Arts; Ultimate Fighting Championship; strategic management (search for similar items in EconPapers)
JEL-codes: O10 Z20 Z29 (search for similar items in EconPapers)
Date: 2019
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