Somehow in between the actual cable companies and the UFC is a distributor called Joe Hand Promotions. They employ freelance private investigators to go to any bar they find advertising UFC fights, sit in the bar and witness that the fight is being shown, check against their DB to see if they've paid the commercial rate, and then have aggressive attorneys shake down the bar for high four or low five figures. It sounds crazy but every PPV night Joe Hand has a number of freelancers out there, following up on any bar advertising that they have the fights on Facebook or what have you. Here's an investigative piece on it: https://www.bloodyelbow.com/2016/9/12/12586828/zuffa-anti-pi...