UFC, Reebok, Fighters: A Love/Hate Triangle

17 days after the Reebok deal officially came into effect the vitriol towards the UFC and Reebok has been very heated. What is it about this deal that has fans and fighters so divisive in their views compared to the UFC and Reebok? Has the negative slant toward Reebok been fair considering the seemingly non-existent presence they have in how their sponsorship money is utilized? Is the deal indelibly flawed or has the UFC simply gone about the process in the wrong way?

The Reebok deal is a bad idea for fighters that are highly-motivated entrepreneurs who can gain more from sponsorships than the actual fight contracts. Perhaps going forward there will be a precedent for fighters or their management to bargain with these things in mind, but for an Eddie Alvarez, who just became 1-1 in the organization with a split decision win over Gilbert Melendez, it’s a raw deal to begin in an organization as an established name as one of the best fighters not signed in the UFC and be subjected to a mandatory 2500 fee as if he was a new prospect signing.

There is a double-standard going on here as well. In the events since the Reebok uniforms became introduced you still find non-Reebok advertisements on the screen as well. The Octagon is as covered as ever on the canvas, poles, and entrance mat. If the UFC is preventing their competitors (contractors?) from generating additional income from sponsors why isn’t the UFC reduced to simply Reebok for its product? Is Monster, Corn Nuts, or Bud Light providing a benefit to the roster?

Implementing uniforms has killed the individuality of this sport. No longer are fighters able to walk out in anything besides Reebok. Henry Cejudo’s fantastic Aztec costume will never be seen again. Tom Lawlor, GSP, Ryan Jimmo, the aforementioned Henry Cejudo and many many others have had outstanding entrances drawing from various creative wells. Those are gone now for the non-draws. As displayed the UFC is still willing to make exceptions for the big stars as displayed by Conor McGregor at UFC 189. He had Sinead O’Conor sing his entrance song live, and Chad Mendes had a live singer for his walkout, but it’s hard to imagine that being available to 95% of the UFC’s roster at any point in their career.

As far as I am aware Reebok hasn't had any say in how the money provided to the UFC from this deal is distributed, partitioned or used in any way. However they are the recipient of a huge level of negative press due to the brand's name being plastered on every article where the affected parties are given a platform to voice discontent. The tiered system, and unique deals given to marketable stars, and most recently the firing of longtime cutman legend, Jacob "Stitch" Duran, have provided ample clause for MMA fans to voice their opinions to Dana White, the UFC, and Reebok whether it's justified or not.

At the end of the day the vitriol and harsh words are coming from a place of compassion toward the fighters and indicate a fan-base that wants the fighters they root for and invest their hard-earned dollars to see be treated fairly. And just like the Fox deal and Spike deal before that I hold out hope that enough pressure is applied to Zuffa in order to make adjustments that undeniably create a benefit for fighters that aim to make this harsh, unforgiving game a full-time career. There's not a lot of kindnesses in the fight-game even when you reach the pinnacle of the sport. Fighting is ancient, but the sport is very much young. Lets all hope the growing pains always come with benefits to those we love to see perform.