Despite all of the controversy that has surrounded the UFC's partnership with Reebok, Dana White has remained confident in the UFC's decision to make Reebok the face of MMA sponsorship. The two main selling points that Dana used for convincing the fighters and public about the awesomeness of this deal are 1)All fighters are now guaranteed some degree of sponsorship and this is especially good for obscure fighters who will no longer have to scramble to find sponsorships. And 2) All of the money Reebok will dispense with will go directly to the fighters. Dana, Lorenzo and the other Big wigs "won't get a dime". Ok Cool. Now I will tell you what's really happening: Dana is both lying and telling the truth. As most of you know, before this Reebok deal, the UFC had a sponsorship tax. If Dana and the rest of the bosses really cared about ensuring low-level fighters didn't have to fight like hell to get sponsors, they would have eliminated this tax. The fact that the UFC demanded that sponsors pay them before sponsoring a fighter ensured that sponsors would be selective about which fighters to give sponsorships too. In the end low-ranked and unpopular fighters suffered. Despite this obvious fact, the tax continued until the very end of the old sponsorship system. So do you really think Dana won't "make a dime" from the new deal? Do you really think "all the money goes to the fighters"? Do you really think the UFC dismantled an old system that made them millions every year for a new system that makes them nothing? Of course you don't because you're not as stupid as Dana thinks you are. So what's really going on? The UFC/Dana/Lorenzo/Frank etc. are being compensated indirectly! It's all semantics! Dana isn't making money "from" the deal he's making money "because" of the deal. Every dollar related to the specific contract between the UFC and Reebok will almost certainly go to the fighters. But that doesn't mean Dana and company aren't being paid. No one is that stupid to believe that. Dana and Company likely have a separate contract worth millions and much more than what they were making under the old sponsorship system. They are probably paid to have phony titles like "consultant" and "advisor". Dana is probably given some useless position as advisor to the MMA department of Reebok. And so forth and so on. Point is, they got paid! In summary: The UFC struck a deal with Reebok not out of concern for poor fighters who couldn't get a sponsorship (or else they would have squashed their old system long ago). They struck a deal because Reebok indirectly paid the bosses more money they could have made taxing the individual sponsors of the fighters.