Waddell, GlenSoto-Cruz, Fernando2024-08-302024-08-302024https://hdl.handle.net/1794/30012This research paper examines the impact of the UFC Reebok policy on consumer interest in MMA events. The study employs difference-in-differences and interrupted time series regressions using attendance and pay-per-view data. The findings suggest that the Reebok policy does not significantly influence consumer interest in MMA events. Instead, factors such as weight class and UFC brand have a greater impact. The study implies that standardizing fighter appearance may not benefit the UFC, as consumers value individuality and uniqueness more than uniformity and homogeneity.en-USCC BY-NC-ND 4.0Consumer interestUltimate Fighting ChampionshipHomogeneityInterrupted time seriesDifference-in-difference regressionThesis/Dissertation