The UFC is embracing Twitter as part of its promotion strategy.

From MMA

Unlike other professional sports organizations that have cautioned, not to mention fined, its players for using Twitter, the Ultimate Fighting Championship is encouraging its fighters to tweet as much as possible.
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At the conclusion of a full calendar year, the UFC will end up paying $240,000 a year to its fighters for their Twitter usage.
So while NFL and NBA players have been fined for tweeting during team functions, the UFC is doing the exact opposite, which is no surprise considering how active White is on Twitter and how he has long been in favor of embracing social media.

This makes sense from the MMA’s perspective.  Take advantage of controversies to build awareness of the brand, the fighters, and the fights.

It encourages the fighters to reach out to their fans and build a more-direct and stronger fan-base.  I think it’s another smart move from UFC boss Dana White.