If I remember it right, according to Russian law, 14 ethncities are considered to be native in Dagestan (including Chechens and Russians) (might be interesting -- I don't know about any ethnic Russian mma fighters from Dagestan, I remember one guy said that he is half-Avar/half-Russian but I think he is bare knuckle fighter). Also I rememeber seeing that Derbent (it's in Dagestan) is the most diverse (probably multiethnic is the more proper word) city/town in Russia.
Also about Bellator -- if I remember it right they had fighters commentating events (more like guest commentators) like Oleinik, Kharitonov, Minakov, Volkov, head of Fight Nights Gadjiev commentated some events too. And they had some post-fight short programme where fighters/commentators was discussing event and fights that happened.
Also about Bellator fighters -- I remember reading something about Yankova having a show on TV. Don't know if it is still airs.
It think it's kinda like that -- hardcore mma fans knows UFC and their roster and average people aware of Bellator and their fighters (Fedor, Kharitonov, Minakov and Shabliy are the people who was or still is in politics).
I think I've seen Yan in some commercial. Problem is, Yan is like non-Muslim version of Khabib -- not very smart and aggressive guy (personally, seems to me that Khabib is bully and kinda sadistic guy -- based on his own words and words of his friends and teammates while Yan or someone close to him said that he can't stand bullies and stand up for others since he was a kid + I think Kai Kara-France told some story that Yan helped him in some conflict with criminals or with some asshole in gym in Thailand). And I think there is like when mentality differs -- if you are strong or some authority Dagestani people will like you while in other parts it's not enough.
If I remember it right Khabib said recently that Makhachev has a personality he just somehow did not show it in interviews. I guess public sees Makhachev as mini-Khabib, but with less finishes, more boring personality and boring fighting style. Plus all that weird shit -- after theatres and rap, now they at war with ballet.