While he didn’t quite get what he was asking for, McGregor did ultimately get a new, six-fight deal with the UFC that included an official sponsorship deal for McGregor’s Proper 12 whiskey, including putting it on the UFC canvas. But after serving as the A side for by far the biggest PPV in UFC history, McGregor is back to chasing the equity he feels he deserves, and at this point, it’s getting harder to deny him. McGregor is responsible for five of the six highest-selling UFC PPVs ever. If any fighter deserves equity in the company, it’s him, but the UFC has been adamantly against setting that kind of precedent.
The UFC should give him a cut, he's worth it. Every contender in the UFC is a fighter, but not every fighter is a fight promoter. McGregor is a promotion machine. He's one of those rare individuals who understands there's way more to fighting events than just fighting. As the article mentions, he was in 5 of 6 highest-selling pay-per-views ever in the UFC.
That's not an accident.