While success in combat sports relies heavily on earning victories, building a brand is becoming an increasingly important aspect of the job. Former UFC two-division champion Conor McGregor has become a global icon during his eight-year run in the UFC, and while his fighting skills earned him those two belts, it was provocative use of social media that helped secure the biggest paycheck of his career with his 2017 foray into boxing against all-time great Floyd Mayweather. Currently, some of the most in-demand athletes in combat sports are brothers Logan Paul and Jake Paul, who built a following on YouTube that has fueled unbelievable demand for their entry into high-profile boxing matchups, as well. But building a brand, complete with social media interactions and merchandising opportunities and more, isn’t an easy process