What is the role of violence in influencing fans of sports such as mixed martial arts, football, hockey, and auto racing to watch competitions? Several sport marketing researchers have examined this question in an effort to help marketers of those sports determine whether to use violent images and depictions as a marketing tool to influence consumer behavior. The use of such imagery and depictions may run contrary to an image of family entertainment. Students should discuss where such depictions are found and what role they should have in the marketing of certain sporting events.