Perhaps the idea may be to limit the number resources within a particular company. For instance, how many elite coaches could there be in any given area? Also, if they know of their lofty status, they'd request more for their services. This also lends itself to the seminar idea, and further down the line, retired fighters becoming trainers. Then by having a finite number of trainers (of all types)- you limit the amount of gyms being able to be open. If you make the number of trainers dependent on the number of fighters in an area, new gyms will open when needed.
As far as ad agencies are concerned, what if you treated them like gyms? For example, have those agencies hire ad people. They could be rated in certain categories like- t.v., print, radio, live events, and the like. Depending on which media outlet you choose, you get a boost to hype ratings, which can eventually trickle down to the fighters.
Of course, programming all this would be a beast, but hey, if we're knocking arouind ideas.....