UFC last shopped the idea around to EA in the last half of 2006. Not five years ago.
In 2006, UFC did a $5,397,300 gate and 1,050,000 Pay-per-view buys with UFC 66 Liddell vs. Ortiz II in December. This is still one of the biggest money events in the history of the UFC.
UFC's total Pay-per-view revenue for 2006 was $222,766,000, which was more money than Boxing or WWE pay-per-view programming generated that year. Their live gates totaled close to $30,000,000 that year.
Also, on October 10, 2006, the live broadcast of Ortiz vs Shamrock "The Final Chapter" on Spike TV did approx 5.7 million viewers. Even more impressive, it did an 8.0 rating in the male 18-34 demographic, beating by more than double what the Detroit Tigers vs. Oakland As American League Championship Series did on broadcast TV, on Fox, which was being broadcast live, head-to-head, against the fight.
Clearly, the UFC had arrived, and was a "real sport" in 2006. Hell, it was beating "real sports": Beating boxing in PPV revenue, and proving that the right event could beat a League Championship Series game in baseball too in that most critical demographic for sports video games.
EA has no excuse for slamming the door on UFC in 2006. They clearly came in arrogant and with a lack of vision, and now they are paying for their failure. Now they have to play catch up against an established good game, and they have to do it without the biggest brand in MMA, and without a vast majority of the biggest, most recognized names in the sport today.