The same week Endeavor IPO fails to come to market Conor signs a fight, then announces he's fighting 3x in 2020. The entire company which includes media property and celebrity contracts is barely being valued at 3 billion, with the UFC. This is making the $4 billion purchase price look stupid.
In comes Conor, the savior, and Lord. 3 fights in 2020, is good for 1/3 billion in revenue. So what makes sense. Give the man his share. Just speculation but Conor probably got 10% of the UFC shares to save them from humiliation when. Endeavor goes public in 2020.