Pride sold out HUGE venues which allowed them to pay better. Not to mention a shady TV deal. Grappling Magazine just had an article on how much it costs to run a MMA show and how it effects the pay. Good read. I think most top fighters have pretty good endorsement deals. I have a friend who is getting started and has some small sponsors. Its enough money to cover gear, licensing, training fees and corner costs. He is 14-2 fighting in small local shows. So if you figure a guy fighting in bigger shows would have much better endorsement deals.