For years, challenger MMA brand PFL has used a term to argue that they are not just a better product for you the viewer, but also for the talent who compete: “Fighter-first.” In an age where UFC has caught flack for underpaying talent, causing them to recently settle a pair of class action lawsuits to the combined tune of nine figures, PFL sees branding themselves as a more ethical alternative as something that could garner attention.
Of course, when people feel you fail to deliver on a promise that is loudly and publicly flaunted, they will proudly point out the irony that they see.