UFC 260 marked the end of an era, as it was the last event held under the Rebook uniform deal. Signed in late 2014 and starting in Q2 of 2015, the six-year deal was originally reported to be worth $70 million total over its lifespan.
The deal was one of many major policy changes the UFC had unilaterally enacted on their fighters over the last few years of the Fertitta era. Starting withe acquisition of their fighters’ image rights, then the introduction of a sponsor tax, and finally coinciding with the USADA program, the Reebok deal marked the end of fighters having their own sponsors in the cage.