KETING PRODUCTS IN THE MIXED MARTIAL ARTS INDUSTRY

Abstract

Aim. The paper aims to evaluate and analyze marketing products that can be used in mixed martial arts (MMA). Materials and methods. The paper is based on the analysis of scientific literature, related documents and internet sources, including scientific publications, journals, and websites of Russian and foreign MMA organizations. The prospects for the use of different marketing products in Russian MMA were analyzed, such products were outlined. Results. The paper presents the data about the use of marketing products in MMA in Russia and around the world. Marketing products used by promoters and MMA event organizers were described. Prospects for the further development of marketing products in MMA were analyzed. Conclusion. Sponsorship, media rights sales, ticketing tools and merchandising activities were considered as products and activities, which could improve MMA revenues in the long term. The data obtained allow experts to form an idea of prospects, which exist in the MMA industry, and the main sports marketing strategies to be used there.