Sherdog.com’s 2014 Story of the Year

2. The UFC Signs with Reebok

From its formative years and its emergence into the mainstream consciousness to its becoming a consistent presence on the national stage, the UFC has always allowed its fighters a certain level of freedom when it comes to self-expression.

Oftentimes, that has meant respectable establishments such as Condom Depot, Dynamic Fastener and Dude Wipes have graced the posterior of many a fighter who punched the clock in the Octagon. This unusual form of branding served a far greater purpose than simple conversational fodder, however. It also got the athletes paid. The days of a UFC fighter serving as a walking billboard in the Octagon are rapidly reaching their end. On Dec. 2, the promotion announced it had signed a six-year agreement to make athletic apparel giant Reebok its exclusive outfitter.

“This will be the biggest non-broadcast partnership that our company has ever signed,” UFC CEO Lorenzo Fertitta said, “so it is significant.”

The announcement signaled the end of gaudy walkout T-shirts and mind-numbing interviews where fighters rattle off a stream of anonymous sponsors. While that might be construed as a positive overall, the Reebok branding also threatens to eliminate some of the individuality that makes the sport so colorful. The upside could be much bigger, if the UFC is to be believed. Instead of fighters hustling to find someone to pay them to put a logo on a shirt or pair of shorts and then hoping for extra screen time with a walkout and a post-fight interview, everyone is assured of getting a check.

“Whether you’re at the top of the heap or the bottom, you know every time you step in there, you’re getting paid,” UFC President Dana White said. “You have a sponsorship. It’s more incentive to get bigger and get better.”

Just how much remains to be seen. The deal will not officially take effect until International Fight Week on July 6, 2015. Fighters will be paid according to ranking, with champions receiving the greatest cut, followed by those ranked No. 1-5, 5-10 and 11-15. Unranked fighters comprise the final tier of the new sponsorship payment system. Could it be a case of the rich getting richer? High-profile titleholders like Jon Jones, Ronda Rousey and Anthony Pettis already hold prominent spots in the Reebok campaign, but until actual figures are revealed, it is difficult to say how the little guys will benefit.

A key concern is the role media will play in determining fighter compensation. The UFC rankings are expected to determine sponsorship dollars. Those same polls are voted upon by a somewhat questionable panel of media members. Many major outlets do not currently participate in the voting process. When paychecks could hinge on a couple ballots, integrity becomes a major issue.

“I want to cut it down to a few really educated guys who vote on the rankings, guys who know a lot about the sport and who I think wouldn’t have any bias toward a fighter one way or another,” White said of the rankings panel. “At the end of the day, we’re human beings and you’re going to have those kinds of feelings, but I want guys that have a lot of integrity.”

There is so much to learn about the UFC’s partnership with Reebok, making it a contender to return to Sherdog.com’s “Story of the Year” list next year. For now, it is time air up those dusty old Pumps, because 2015 promises to be an interesting ride.

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