Another thing people are missing is that it's not $70M in cash.
It's $70M in cash and product. Reebok is not giving UFC free uniforms.
Fight kits for each fighter and their corners, I think they get 2 for free for their corners. And it's not just fight shorts and shirt, it's a big bundle of gear from what I understand. Even if you value the fight kits at as little as $200 each, that's still $600 per fighter with their corner. That's still around $4M in just gear at a very conservative estimate over six years. I'm sure the total value of the individual fight kits are a bit more. Shirts, shoes, socks, underwear, hoodies, bags, etc, etc. I wouldn't be surprised if the kits are worth closer to $500 per individual.
Not saying this makes up for the lack of cash in the deal, but it's certainly a fair chunk of the $70M evaluation of the deal.
I wouldn't be surprised if most of the cash goes to the fighters and to the salaries of the personnel to manage the distribution of the equipment.
The fact remains. UFC is not as big as we all think it is or wish it was. They cannot bring in the kind of advertising revenue that others major sports can... yet.