not sure if you follow football but just to give a few examples why you lack vision: messi is a midget with no special looks and the biggest star in football (doesn't speak english), franck ribery's face is visibly damaged because of an accident and he is known in many non-french speaking parts because of his skills and the face of FC Bayern Munich. they both earn far more than 10 million $ a year.
looks and the ability to speak a certain language can certainly be a faciliator to market a star but its not a requirement. skill/ability is one in sports. and barao has it and i'm sure people will realize that sooner or later if UFC is interested in promoting the lower weight classes in general and give them decent spots/cards.