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Michael Rome beat me to the punch in posting something about the research, but I still thought it important to post.  My outline from word did not transfer over so I had to rewrite it.  Scarborough Sports Marketing researched MMA fans and their relevance to advertising and purchasing power.  I work in the front office of a minor league baseball team so for my job I read through these type of reports, but rarely have I seen one about MMA and with such strong results.  Some of the results are worded nicely, but not that signifcant.  However, some of the results are truly surprising and something I gaurantee makes it way into partnership proposals from every MMA organization in the country.  Following the jump I have listed the results.

Here is the press release for the whole report and chart.

Scarborough Sports Marketing Research

Fan Demographic

-They are 51 percent more likely than the average American to be ages 18-24.

-They are 25 percent more likely than the average American to have a household size of three or more people.

-They are 67 percent more likely than the average American to be male.

Fan Financial Information

-They are 15 percent more likely than the average American adult to have a household income of $75k or more.

-They are 10 percent more likely than the average American adult to own a second home.

-They are select investors and 6 percent more likely than the average American adult to have stocks or stock options in their household.

-They are 33 percent more likely than the average American adult to invest online.

Purchasing Trends and Involvement

Personal Shopping

-The MMA fan is 15 percent more likely to live in a household that shopped at a furniture/mattress store during the past year.

-They are 35 percent more likely to live in a household that shopped at a large appliance store during the past year.

Business to Business Purchasing

-MMA fans are 62 percent more likely than the average adult to be a corporate decision maker for overnight delivery services.

-They are 37 percent more likely to make office equipment and supplies purchase decisions for their company.

Automobile Purchasing

-MMA fans represent 15 percent of all adults planning to buy a new pickup truck for their household during the next year.

-They are 85 percent more likely than average adult to plan such a purchase within the next year.

New Vehicle Car Categories

-Full Size Cars: MMA fans account for 18 percent of the market for potential new buyers (adults who plan to buy a vehicle within the next year) of full-size cars, and are more than twice as likely as all adults to plan this household vehicle purchase during the next year.

-SUVs: MMA fans account for 10 percent of the market for potential new buyers of SUVs, and are 19 percent more likely to plan this household vehicle purchase during the next year.

-Luxury Vehicles: MMA fans account for 15 percent of the market for potential new buyers of luxury vehicles, and are 84 percent more likely to plan this household vehicle purchase during the next year

Technological Involvement

-They are not only well above the national average for current ownership of high-tech household items, but they are more likely to plan to upgrade their household wares.

-MMA Fans are above the national average in ownership and intent to upgrade/purchase the following items: computers, digital cameras, DVR systems, DVD players, energy saving appliances, HDTVs, PDAs, MP3 players, satellite radio subscriptions, satellite TV subscriptions, and video game systems.