When the story broke, about the UFC's attempts to control fighter's sponsors inside the Octagon, many complained foul play on the part of Zuffa. This latest action by the UFC is simply the promotion securing a new revenue source, similar to what the NFL, NHL, NBA and MLB all currently do. All of these professional leagues have sponsorship deals that their athletes are expected to honor, if not they will be fined. Remember Chad Johnson, of the CIncinnati Bengals, was fined for wearing the wrong shoes. 

These leagues are essentially selling the right to make brand clothing that will be marketed and worn by the individuals within the league whenever they make an official appearance. That is why coaching staffs in the NFL are decked out with Reebok NFL gear. It is a highly lucrative way to generate revenue. Leagues receive payments for the rights as well as gratuities on all items sold. 

In this environment there is still room for individuals to find sponsorship deals. Individual sponsorship deals must be done outside of the league though. For instance, Reggie Bush has a contract with Nike though the NFL has an official apparel contract with Reebok. 

The MMA community shouldn't be shocked that the UFC is trying to secure such a lucrative source of revenue. They are simply following the tradition of sports branding pioneered by the other major leagues. In fact the UFC has already begun this is in early forms, their investment in TapouT comes to mind. 

However, there is a chief difference between all the major leagues and the UFC. They all have player unions that act in the interest of the fighters in the sponsorship negotiations. A key part of their duty is to ensure that an equitable amount of sponsorship revenue is directed to the players; whether this is in the form of direct salary, a retirement fund, health care or some other benefits package.

Currently this does not exist in the UFC and should exist if the league will be controlling and negotiating fighter's sponsorship inside the Octagon.