Date of Award

Spring 5-5-2024

Document Type


Degree Name

Bachelor of Arts (BA)



First Advisor

Monica Das


The Ultimate Fighting Championship (UFC) has grown rapidly since its inception in the early 1990s. An important aspect of understanding the explosion of Mixed Martial Arts into mainstream appeal is the relationship between consumer demand and specific attributes of the sport. The UFC first began featuring female events in 2013. A robust division of women’s UFC fighters has developed in the years since. In this study I will be using econometric methods to evaluate the degree to which specific gender related variables influence consumer demand for the UFC. The Pay-Per-View format of UFC events is of critical importance because it inherently informs the degree to which consumers are willing to spend their money on consuming the UFC. Specifically, I will be using linear econometric models in my analysis to determine how variables such as The Ultimate Fighter, weight class and star effect interact with gender to drive demand for the UFC.