In 2013, Conor McGregor flew to Las Vegas with $500 to his name. His visa was tourist. He had no fights booked. He just showed up at the UFC offices and demanded a contract.
That audacity — raw, slightly unhinged confidence — became his brand, his fight style, and eventually, his business model. McGregor understood something most fighters didn’t: the real money wasn’t in pay-per-view points. It was in your face.
Proper Twelve Irish Whiskey launched in 2018 and sold for a reported $600 million three years later. McGregor’s cut was $150 million. For context, he earned around $100 million from fighting during his entire UFC career.
He showed combat sport athletes that the cage is just the beginning.
Gear for UFC fans
Represent your sport with the right kit.
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City of Champs Cuffed Beanie – Blue
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Maroon Face the Split Tank Top
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Face the Split” Embroidered Snapback Hat — Black
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City of Champs Cuffed Beanie – Gold
$45.00 Add to cart