I would say there is a good chance they are bigger than the NBA. Maybe not basketball as a whole. But you can't compare an entire sport to one company within a sport.
Dustin Poirier - Michelle Waterson - Frankie Edgar - Diaz Bro's - Claudia Gadelha - Demian Maia - Jessica Eye
Miesha Tate - Urijah Faber - Chuck Liddell - Georges St. Pierre