I lean to think they are playing on the household name for a select market. UFC events, like the recent UFC275, are PPVs with decent price tags. I think their assumptive play is that the UFC audience is presumably earning enough for those PPVs and is also predominantly male. That surely leaves a lot of crossover eyeballs with business decision makers that would be potential decision makers on future company deployments.

If that was the thinking I'm not sure how I feel about if that would actually be an effective strategy. I see some of the logic but I think those funds could probably be used more effectively in other ways.