Here's my thinking. Be prepared to absorb significant losses for 5-7 years Capitalize on parent-company outlets Pay more than the competition One fight deals Tweak the rules for excitement Viacom has the connections and advertising budgets to give as much of a promotional push as the UFC can. If they offer more money to top talent then over the course of time they'll attract it. By offering one fight deals it's easier to pull free-agents because a top dollar engagement is better than getting roped into a low-ball contract that sounds long-term but doesn't guarantee anything past the next fight anyway. There's only three ways to beat out the UFC. Buy 'em out. Beat them out by sucking up the talent. Or offer a superior product via different rules and combat arena.