The untold stories of fighters who earned millions: From sponsorships to superfights.
MMA as a sport has evolved from a combat sport that was only practiced by a few to become one of the most popular sports across the globe with fighters earning huge amounts of money. While the fighters in the sport have been changing at a fast pace, the financial aspect of the sport has also been volatile. In the early days of the UFC, fighters were paid little and had to make a living out of their fighting, but as the UFC evolved, only a chosen few get to earn millions. It is not only the earnings in the cage but the earnings from the sponsorships, endorsements, superfights and the smart investments made by the fighters.
While most people know superstars such as Conor McGregor and Ronda Rousey who earned their millions in the cage, there are many other fighters who have amassed millions behind the scenes. In this article, we will be looking at how fighters, both famous and less famous, have been able to earn their money in an industry that is well known for not paying its lower ranked fighters much. From intelligent investments, sponsorships, and right fight decisions, here is how some fighters made the best out of the violent world of MMA and turned it into a lifelong source of income.
1. A History of Fighter Pay in MMA
To understand how fighters have been able to earn millions, one has to first get a grasp of the history of fighter pay in MMA especially within the UFC. In the first years, fighters fought for the sake of the victory, honor and, most often, for the money which was often not enough to pay for training. In the early years of the UFC in the 1990s, the fighters’ earnings were not very good. As recently as the mid-2000s, purses for middle-of-the-pack fighters were not bad, with some fighters making $5,000 just to step into the cage and another $5,000 for a victory.
Nevertheless, as MMA and the UFC in particular started to receive recognition with events such as the highly-anticipated UFC 100 and the appearance of popular fighters like Georges St-Pierre and Brock Lesnar, revenues started to increase. The biggest step was the signing of the contract with Fox Sports in 2011. The fighters started to negotiate for better wages especially when they are to face big opponents and the sport started to generate more revenue. Some fighters capitalized on this and were able to translate their victories in the cage to the bank and wealth that runs into seven and even eight figures.
2. Conor McGregor: An example of self-advocacy and sponsorships
It is hard to discuss fighters who have made millions and not mention Conor McGregor. He is arguably the most popular fighter to grace the octagon and he is also the richest. It is for this reason that McGregor’s story is different from the rest; not because of his rapid ascent to the top of the UFC but because of his entrepreneurial spirit and personal branding.
McGregor was not unknown to the Octagon before 2013, he was the two-time champion in the Cage Warriors organization. But his move to the UFC came with a lot of self- promotion that had not been seen before. McGregor employed the use of social media, press conferences, and his loud mouth to create a legion of fans who would follow him anywhere. Thus, he would mention his future rivals and promise to knock them out, and that made him a must-see fighter, which, in turn, resulted in increased earnings.
However, what really put McGregor into a different financial league was the fact that he was able to monetize on sponsorships and endorsements. He entered into partnership with Reebok, Monster Energy, and Beats by Dre among others. However, the biggest turning point in McGregor’s career was his fight with Floyd Mayweather in 2017. The fight was dubbed as “The Money Fight” and McGregor got $100 million from the boxing match alone, including his fight check, percentage from the pay-per-view sales, and endorsements related to the fight.
McGregor has also been successful in turning his fighting career into a business one is also another interesting aspect. He also ventured into the business world and introduced his whiskey brand known as Proper No. Twelve which has brought him so much profit in sales to an extent of selling a part of it at $600 million. This deal rendered McGregor as one of the richest athletes in the world.
3. Georges St-Pierre: The Professional and the Intelligent Investor
Georges St-Pierre also known as GSP is one of the greatest mixed martial arts fighters of all time. His reign in the welterweight division, together with his polite and professional attitude, made him a fan and marketer’s choice. GSP never came close to McGregor’s fight earnings in terms of money but he was able to accumulate millions of dollars through investments, sponsorships and the right fights to take.
Over the years, GSP has been one of the first fighters to get sponsorship from companies outside the UFC’s partners. He got sponsorship from Under Armour, Gatorade and even NOS Energy Drink which are companies that helped him make some money from his fights. When GSP was at the pinnacle of his career, he was getting several million dollars for each fight and this was because he was able to sell pay per view in Canada where he is a national icon.
Unlike other fighters who spend their money in the wrong way, GSP was very responsible on his finances. He often mentioned how he had to save and invest his fight purses because he knew that a person’s fighting career is limited. He was also careful with the products he endorsed because he only endorsed products that are relevant to his personal and career values. This strategic planning made him quit work with good health and enough money to cater for his needs for the rest of his life.
4. Ronda Rousey: Barriers and the Millions That Followed.
Ronda Rousey’s influence in MMA went beyond the cage and into society. Rousey was the first woman to sign with the UFC and the first UFC women’s bantamweight champion and she opened the door for female fighters to make money in MMA. This was mainly due to her authority in the cage, the charm that she exhibited and her Hollywood like appearance, which made her one of the most saleable sports personalities of the period.
Rousey also made millions of dollars from her fight purses and the pay-per-view points but her income outside the cage was even bigger. She got endorsement contracts with Reebok, Monster Energy, and Carl’s Jr. , and was not only in advertisements, on magazine covers, and on talk shows.
Her fame did not only remain within the MMA arena, but she also got into acting and featured in famous movies such as the ‘Furious 7’ and the ‘Expendables 3’. Rousey’s acting pay checks and her fight earnings have placed her among the richest women in the world, and she still has a long way to go to as she actively competes in WWE.
5. Anderson Silva: Sponsorships and Legacy Superfights
Anderson Silva, arguably one of the best strikers of all time in the world of MMA, not only dominated the UFC but was also a man of great business acumen. In his title reign as the UFC middleweight champion, Silva’s striking prowess in finishing fights made him one of the most popular and profitable fighters in the company.
While Silva did not get the big fight purses as the future stars did, he received a lot of sponsorship money especially in Brazil. Silva’s fame in Brazil enabled him to get sponsorships from big companies such as Nike, Burger King, and Corinthians Football Club which is one of the biggest sports teams in Brazil.
Silva’s biggest pay check came in the later part of his career when he fought Nick Diaz in 2015. Even though Silva is not anymore the same fighter that dominated the middleweight division, the fight was a big seller in pay-per-view, and Silva was said to have received more than $800,000 in disclosed earnings plus the pay-per-view points which brought his total earnings for the night to over a million dollars. Similar to other great fighters, Silva also received bonuses for his fights such as Performance of the Night and Knockout of the Night which also increased his earnings.
6. Jon Jones: Talent, Controversy, and Big Paydays
Jon “Bones” Jones is arguably one of the most gifted fighters to grace the octagon but he has been surrounded by controversy. However, Jones has never been a big name to negotiate big fight purses and pay per view points in his career despite his personal problems.
Being the youngest UFC champion in history, Jones became a star and his fights with such legends as Daniel Cormier, Alexander Gustafsson and Rashad Evans attracted a lot of attention. His second fight with Cormier at UFC 214 which he won by knockout but the result was changed due to Jones’s doping violation was one of his most profitable fights where he earned millions of dollars in fight purse, pay per view points and endorsement deals.
Jones has had sponsorship from companies such as Nike, Reebok and GAT Supplements although some of these have been terminated due to his legal problems. Still, he has been able to sell pay-per-views and his fight bonuses and thus become one of the highest paid fighters in the UFC history.
7. Khabib Nurmagomedov: Global Fame and Financial Viability after Retirement
Khabib Nurmagomedov, the Russian born fighter who held the UFC lightweight title and boasted an incredible 28-0 record, rose to fame due to his ground based fighting style, his unblemished record and his bitter feud with Conor McGregor. Khabib was already a popular fighter in the MMA community but his fight against McGregor at UFC 229 made him a superstar.
It was UFC 229 that set the record of being the highest-selling pay-per-view event in the history of UFC with more than 2. 4 million buys. Khabib was said to have been paid $2 million in disclosed pay, but the biggest money is made from the share of the pay-per-view revenue and Khabib is believed to have made over $10 million from this. Khabib’s fame increased even more after this victory especially in Dagestan and among the Muslim community.
Khabib has not been idle since his retirement in 2020, he has been investing in business to add on to his wealth. He has established his own MMA organization known as Eagle Fighting Championship and he has also signed multimillion dollar deals with firms such as Gorilla Energy drink and Alhadaya which is a financial services firm. Also, Khabib has ventured into other businesses, which include owning gyms among other business ventures.
Another aspect which can be considered as an important factor in Khabib’s post-fighting financial success is his endorsement deals and charitable activities. He has a high profile in the Muslim world and has a lot of influence in Dagestan which has made him play a significant role in cultural and humanitarian activities, which increase his income and fame.
8. Amanda Nunes: The Lioness Roars in Sponsorships and Title Fights
Amanda Nunes, arguably the greatest female fighter of all time, has earned a great deal of money fighting in the UFC’s bantamweight and featherweight divisions. Nunes is famous for her knockout power and striking accuracy and she became the first female fighter to capture titles in two weight divisions at the same time, which increased her earning potential.
Nunes has earned her money from her fight purses, pay per view bonuses and endorsements that she has received. She has endorsement deals with Reebok, BodyArmor and Nike and thus she is a big brand ambassador. Through her fights in the Octagon, she has been able to negotiate for better fight purses and secure better endorsements than most of the other fighters.
Her past fights, which include triumph over such opponents as Ronda Rousey, Cris Cyborg and Holly Holm, brought millions of dollars in pay-per-view revenue. It is not only in the cage that Nunes is a popular figure; she features frequently in the media and promotional campaigns and thus adds to her total net worth.
9. Henry Cejudo: The Business Ventures and the Legacy of Triple C’s.
Henry Cejudo, an Olympic gold medalist, and a two-time UFC flyweight and bantamweight champion are another example of a fighter using his success to make money. Cejudo, who is known as “Triple C” in the wrestling and MMA world has had a career that has had both his in-cage achievements and business pursuits.
Cejudo’s fighting career was quite lucrative for him especially during the time he was a champion. His fights with Demetrious Johnson, TJ Dillashaw and others garnered a lot of attention which in turn fetched him good money from the fight purses and the pay per view points. He also had a great personality and was rather popular and that made him even more valuable to the advertisers.
In his post- career life, Cejudo has dabbled into entrepreneurship and has a popular podcast and speaks at motivational events. He has also taken up coaching and consulting where he helps other fighters and athletes. The way Cejudo has managed to build his brand and also look for other ways and means to make money has made him financially stable.
10. Nate Diaz: The stockton fighters’ financial journey that was different from the rest
Nate Diaz, a fighter with a rather unorthodox approach to the sport and don’t hold back when it comes to voicing his opinions, has managed to build quite a fortune in the world of MMA. While some fighters get most of their money from endorsement deals, Diaz has made most of his money in the ring and from people’s interest in the man outside the ring.
Diaz’s financial success can be blamed on the high profile fights he has had and the money that comes with it through pay per view revenues. His bouts with Conor McGregor, especially the second fight at UFC 202, were among the most lucrative fights in the history of UFC. It was also revealed that Diaz made several millions of dollars from these fights and also got bonuses and shares from the pay-per-view.
This has also made Diaz to have lucrative sponsorships deals although he has been very choosy on the products he promotes. His flamboyance and the fact that he does not hold back while playing has made him a darling of the fans which has been very advantageous to him financially.
11. Israel Adesanya: Marketing Geniuses and Multiple Stream of Income.
Israel Adesanya, the current UFC middleweight champion is a perfect example of the new age fighter who is not only technically sound but also has a great marketing mind. Being a knockout artist and a colorful character, Adesanya has risen to the ranks and became one of the UFC’s most popular fighters.
Adesanya’s income is derived from fight purses, PPV points and sponsorships. His fights, especially those against Paulo Costa, Robert Whittaker and Jared Cannonier have been very popular and have attracted many pay per view viewers thus increasing his income. His promotional skills and the technicality that he has displayed in the octagon has made him a force to reckon in the UFC.
Besides his career in the cage, Adesanya has signed sponsorship deals with Puma and EA Sports, thus adding more to his earnings. His managerial skills in the social media and frequent public display has helped him market himself as a brand and become one of the highest paid fighter in the UFC.
12. Managerial Savvy in Fighter Wealth
However, talent and marketability are the major determinants of the millions earned in the MMA and cannot be overlooked the important role that good management plays in the process. The fighters who have been able to amass wealth in the course of their fighting careers are usually surrounded by good managers who assist in the negotiation of contracts, sponsorship and other aspects of their careers.
They are like Ali Abdelaziz who manages some of the biggest fighters such as Khabib Nurmagomedov and Justin Gaethje and can help in increasing the income of their clients. Not only does effective management entail the fight purses’ negotiation, but also the endorsement contracts, public relations, and the process of preparing fighters for retirement and their future business endeavors.
The same can be said for other fighters such as Conor McGregor and Georges St-Pierre because they also have good management teams that would assist them in making the most of their marketability and ensure that they earn their money before and even after their fighting days.
13. Superfights and Cross-Promotional Events: The Effect on the Industry
Superfights and cross-promotional events have turned into one of the major sources of income for the leading fighters. Such high profile fights are usually very popular and attract a lot of viewership and pay per view revenue thus making the fighters very wealthy.
Some of the examples include Conor McGregor fighting Floyd Mayweather and Khabib Nurmagomedov fighting Conor McGregor where such fights can generate a lot of revenues. These events not only exhibit the fighters’ abilities but also use the fighters’ popularity to make record revenues.
Other ways of making money include cross promotional events where fighters from different organizations meet in the ring. Such bouts are usually popular with the media and the fans, and as a result, the fighters get to split larger purses and other income generating avenues.
14. The Future of Fighter Earnings: Trends and Predictions
Thus, as MMA grows, the financial situation of the fighters will also change in the future. As the global promotions, new revenue sources, and increased media coverage, the fighters have the chance to earn more money.
New opportunities like digital content creation, crypto currency advertisement, and international sponsorship may also contribute to the income of fighters. This is due to the fact that MMA is becoming more popular globally, technology and media is advancing, which may open up new opportunities for the fighters to make money.
Also, with time, fighters might experience a better and more balanced split of the revenue generated from the sport at different levels of competition, and this will help the fighters in the lower tiers to have better financial prospects.
Conclusion
It is a process which involves talent, marketability, smart choices, and good management to become a millionaire in MMA. Fighters who have reached financial success often share common traits: They are great at what they do, are famous and are also very smart when it comes to business.
From Conor McGregor’s over the top antics to Georges St-Pierre’s thoughtful investments, the behind the scenes look at how fighters made millions shows that there is no one way to get rich in the sport. As the years pass by and the sport of MMA develops, there are more and more fighters who will come and try to write their own chapters of success and riches in the combat sports.
