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Fighting VisibilitySports Media and Female Athletes in the UFC$
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Jennifer McClearen

Print publication date: 2021

Print ISBN-13: 9780252043734

Published to Illinois Scholarship Online: September 2021

DOI: 10.5622/illinois/9780252043734.001.0001

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Developing a Millennial Sports Media Brand

Developing a Millennial Sports Media Brand

(p.35) Chapter 1 Developing a Millennial Sports Media Brand
Fighting Visibility

Jennifer McClearen

University of Illinois Press

Chapter one establishes the organizational context that facilitated the integration of diverse female athletes into the UFC brand. A “millennial sports media brand,” such as the UFC, deploys branding and marketing strategies characteristic of the millennial generation while simultaneously courting fans from this same demographic. In fact, the UFC might have faded into obscurity in the mid-2000s had the brand not begun experimenting with digital platforms and social media. The UFC enthusiastically embraced digital media, began actively seeking global audience demographics by representing fighters from around the world, and integrated a “we are all fighters” brand maxim, an ethos that understands diversity as something every fighter and fan possesses. Each of these approaches combine to create a millennial sports media brand ready to promote and exploit diverse female athletes.

Keywords:   branded difference, brands, sports media, millennials, digital media, global media, female athletes, UFC

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