In FIFA UT, Madden UT and MLB: The Show Diamond Dynasty you can play H2H with friends and earn regular coins. I don't know why EA hasn't implemented it in UFC UT right from the start.
In FIFA you have the option "rival match" where, if checked by both sides on a team selection screen, the winner takes all XP. We can easily have this option in UT Friendly H2H to affect where earned coins go. This is no wager, so there shouldn't be any legal troubles for EA.
I think that the ability to beat your friends asses is the main feature of the UT-like game modes (:
This, and custom in-game UT-tournaments.
Yes, they could be organized outside of the game if there's H2H Friendly, but if made in-game, then you can have various restrictions, which will be easier to check and validate. Like, if you want to set a tournament with level cap 80, for example.