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I wasn't implying that single sponsors were paying 100K.
They are worth what they are worth because they appear on nationally broadcasted television. UFC appeals to a key demographic that advertisers love to sell to. The fighters really have little worth individually as evidence of the payouts sponsors make to fighters on fight pass events, which in most cases is less than what Reebok offers even at the bottom tier.
So what? Why should the UFC care what sponsors the fighters getting for themselves whether they're overvalued or not? Especially since they were already taxing them, or banning the individual ones they didn't like. The UFC claims they make make no money of the Reebok deal, so if they aren't getting any profit out of this, why screw over so many of their fighters who were happy with the old system? The sponsor clutter isn't a good argument because the events are still littered with ads in the ring, commercials on the ppv events, mentions from goldie, etc... The reebok deal only only created new problems for the fighters and brings the UFC and reebok bad PR from all directions.