Ivey Publishing
The Ultimate Fighting Championships (UFC): The Evolution of a Sport
Product Number:
9B10A012
Publication Date:
05/18/2010
Revised Date:
06/16/2010
Length:
16 pages (13 pages of text)
Product Type:
Case (Pub Mat)
Source:
Ivey
This case looks at the Ultimate Fighting Championships (UFC) and its parent company, Zuffa LLC (Zuffa), through the role of the recently hired chief marketing officer (CMO). As the CMO of the largest organization in the world's fastest growing sport, mixed martial arts, he faces many decisions about the future of the organization. The CMO must determine the best way to both manage the organization's ambitious international expansion initiatives and protect the UFC brand in new markets, while also preserving the experience for the league's core North American fan base. The CMO must evaluate the company's sponsorship relationships and develop a strategy to cope with increasing competition in both domestic and international markets.
Issues:
Disciplines:
International,  Marketing
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
United States, Medium, 2010
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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