Here’s the dirty little secret MMA doesn’t want to admit: In this sport, winning isn’t everything. Or maybe a better way of putting it is, winning isn’t enough . You can win every single one of your fights and still not make it to the top of the sport, either in terms of titles or payouts, since even the opportunities at both are subject to the whims and perceptions of others. On the flip side, you can lose every other one and still be beloved (at least for a time) for the style in which you do it
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Do win bonuses incentivize MMA fighters to give their all – or play it safe? – MMA Junkie