Artem Lobov is looking for money from Conor McGregor’s sale of his Proper 12 Whiskey.
Since his UFC debut, Conor McGregor has been the fastest-rising fighter on the planet in terms of popularity and fame. He is the biggest earner in the UFC both when it comes to fighting in the cage and his businesses outside of the cage. McGregor holds stakes in many different companies, from restaurants to clothing and more. His biggest success outside of fighting might be his whiskey brand called Proper 12.
In 2021, McGregor sold the majority of his whiskey brand for over 600 million dollars. The massive deal put McGregor into a whole new level of financial success. He has been spending his days traveling and spending money ever since. Now there is a former member of McGregor’s crew that is taking responsibility for the idea of Proper 12 and wants to be paid, Artem Lobov.
Artem Lobov claims he thought up Proper 12 and wants compensation from the sale
Lobov has previously spoken about the fact that he was the man who originally thought up the idea for McGregor to start a whiskey brand. Lobov said at the time, during an interview with talkSPORT that McGregor had offered him one million dollars for his idea but he turned it down. Now he has decided that he wants that money after all.
“My client is a retired professional fighter with a master’s degree from DCU in Finance and Capital Markets,” Lobov’s lawyer told The Independent h/t MMA Mania. “We have issued High Court proceedings on his behalf to enforce an agreement with Mr. McGregor regarding the Proper No. Twelve whiskey brand. My client was the initial creator and co-founder of the concept to launch an Irish whiskey brand associated with Mr. McGregor,” he concluded. “As these matters are now before the court, we will not be making any further comment.”
Lobov is in the process of writing a tell-all book that will explain his involvement in the Proper 12 brand and more. Lobov and McGregor were friends and training partners for a long time. It was McGregor who brought Lobov into the UFC through his season of The Ultimate Fighter. Lobov has since retired from fighting following his UFC career and a brief stint in bare-knuckle boxing.