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Published 15:05 12 Sept 2017 BST

"Becoming the champion is where the sure-shot money is. That's where the money is. No matter what. Even if your fight is fucking boring or not, if you're the champion, if you win, you're getting paid. Who in their right mind wants to be that exciting when you risk losing half your fucking money, but you are going out there for all the fucking risks?"https://twitter.com/SportsJOE_UK/status/907350424952459264 You can hardly blame Branch for adopting this approach. It's what makes most financial sense. Although it was a long road for him to get back to the UFC, he picked up a couple of titles along the way which brought a few six-figure paydays with them.
"You're going out there for all the danger and then your ass gets fucked up because you're trying to be exciting and then you get half your fucking money and they say, 'Good job, son. We'll put you back on.' Get the fuck out of here, man. I'm not going for that. Hell no, that's not good business for me. That doesn't sound like a good business transaction."That doesn't sound like good business to anyone. The only hole in this argument is that amassing a win-streak doesn't also result in a title shot. Just ask Max Holloway and Tony Ferguson, both of whom required nine wins on the trot before finally fighting for a belt. In this modern era, it's far better to be a celebrity than a consistent winner. While Alistair Overeem needed 70 professional fights to receive a $800,000 payday at UFC 203, CM Punk got a cool half a million for his fighting debut on the same card.
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