The purpose of this study was to examine customers of an emerging spectator sport, Mixed Martial Arts (MMA). Whereas conventional sport spectator motivation research has typically examined motivations of spectators attending established team sports, this study is distinctive in that it applies motivation research to an individual sport rather than a team sport and to an emerging sport rather than a more established sport. The following ten motives were identified based on a review of the current literature: drama/eustress, escape, aesthetics, vicarious achievement, socializing, sport...Read more
