ROLE OF SPORTS PORTALS IN PROMOTING MIXED MARTIAL ARTS (MMA) IN OLSZTYN

Abstract

The aim of this article is to analyze the role of sports portals in promoting mixed martial arts (MMA) in Olsztyn. Mixed martial arts is one of the fastest developing sports disciplines of the 21st century, and its popularity is significantly shaped by online
media. Sports portals currently constitute the main source of information for fans, athletes, and people interested in this sport. The article presents the origins of MMA, the characteristics of the discipline, and the specificity of sports portals as a tool for promotion. The importance of local athletes from Olsztyn in the context of media promotion of MMA is also discussed. The research is based on a content analysis of publications posted on nationwide and specialized sports portals as well as on a review of relevant scientific literature.