Royce Gracie signed by Bellator as Promotional Brand Ambassador

Bellator MMA announced on Wednesday that UFC Hall of Famer has become a Promotional Brand Ambassador for the company via press release.

Via Bellator Press Release:

Known simply as the pioneer of mixed martial arts, Royce Gracie is widely considered the most influential and important figure the sport has seen. Engaging in some of the most memorable fights in MMA history during his time with the UFC and PRIDE Fighting Championships, Gracie has now joined Bellator as an official brand ambassador for the Viacom-owned promotion.

“I have known Scott [Coker] for a long time and have always respected him as not only a promoter but as a martial artist who has always treated fighters with respect and truly understands their value,” Gracie said. “Bellator and Viacom want to give fans exciting fights and enable fighters to continue to grow and most importantly provide for their family, and it’s something I want to be a part of. UFC has done a great job over the past twenty years in building this sport and taking it globally and I’m glad to have been part of that, but Bellator is a growing organization I am honored to be a part of, and with the dedicated and talented people already associated with the company, we can further the growth of mixed marital arts as a sport worldwide.”

Gracie will immediately be involved with Bellator including promotion for Bellator 131, which is headlined by a light heavyweight showdown between Tito Ortiz and Stephan Bonnar, along with a Lightweight Title fight between Michael Chandler and Will Brooks on November 15. Moving forward Gracie will host seminars, be involved in autograph and promotional appearances, as well as aiding in the International expansion of Bellator around the world. Bellator and Gracie will also be involved in a co-branded merchandise line that will debut in 2015.

Payout Perspective:

It does not sound like there will be ill will between Gracie and the UFC as there was with Randy Couture’s departure.  Of course, we have not heard from Dana White.  Still, Gracie was not an active part of the UFC promotional machine.  The addition of Gracie means more for Bellator than it does for the UFC to lose him as a potential ambassador. The deal for Gracie sounds promising assuming his compensation is tied to his appearances as well as receiving a portion of the merchandise sales from co-branded merchandise.