You could make the argument that McGregor increases sales of cards that he ' s not on via the interest that he injects into the UFC . Take him away and the UFC is largely devoid of stars that ' s not going to just hurt 34 events per year , it will hurt the UFC overall . So for sure ' just ' giving him a cut of his own PPVs is not a fair compensation for the value he brings to the UFC . He clearly knows this . Equity would be one way of compensating him for the exposure he brings between fights . The other way of looking at it is this lets say he has a few more fights , decides to retire . See ya later . Wouldn ' t you want a guy like McGregor to have a piece of the UFC and some continuing involvement ? He ' s the kind of guy who could do serious damage to a brand just by talking shit about it .