MMA fighting styles

UFC legend Conor McGregor is worth £120m thanks to Proper No. Twelve whiskey business and heavy fashion line – The US Sun

Does Conor McGregor even need to step into the Octagon now?

The 34-year-old UFC superstar has fought just three times since 2018 and lost to Dustin Poirier at UFC 264 in 2021 when he was forced to retire with a broken leg.

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Conor McGregor morphed into a brand with his own whiskey and fashion lineCredit: See legend

But, aside from his fighting income, it was his businesses outside of MMA that set him up for life.

McGregor is said to have a net worth of around £120million. However, that ignores his adventures in whiskey and fashion.

In 2018, he launched Proper No. Twelve in the crowded whiskey market, which reportedly grossed £750million in its first year.

Last year he sold a majority stake in the business for around £430m to Proximo Spirits.

He also teamed up with American clothier David August Heil, the man famous for designing his infamous “F*** You” suit, and launched a menswear brand a year later, which would bring in £50m profit a year. .

WHISKEY A-GO-GO

Before facing Khabib Nurmagomedov, McGregor became a unique promotional tool for Proper No. Twelve.

Each press conference saw McGregor happily holding a bottle, announcing his latest business idea to the crowded room.

He also revealed where the name of the whiskey came from.

He said: “I’m from a place called Crumlin, Dublin 12.

“It’s a place close to my heart. It’s where I learned to fight, it made me who I am today.”

    Whiskey lover McGregor launched Proper No. Twelve Blended Irish Whiskey in 2018

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Whiskey lover McGregor launched Proper No. Twelve Blended Irish Whiskey in 2018
    Proper No. Twelve whiskey was limited to two bottles per customer per day at Tesco Ireland

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Proper No. Twelve whiskey was limited to two bottles per customer per day at Tesco IrelandCredit: Channel 4

“It’s a place where I’m still part of every day of my life. So that’s where the name comes from. It’s real Irish whiskey and twelve is my hometown.”

When there was finally talk of launching the drink dry in late 2018, it completely sold out.

In fact, at one time in Tesco Ireland stores, customers were only allowed to buy two bottles at a time.

And the showman’s penchant as a salesman must have paid off when he revealed official numbers for his first year in business.

Taking to Instagram, McGregor wrote: “Generated over a billion dollars in whiskey sales in my first year! Like it or not, there’s a new king in town! Good whiskey , liquid sun!”

    Conor McGregor's whiskey has been taken over by Proximo Spirits

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Conor McGregor’s whiskey has been taken over by Proximo SpiritsCredit: Reuters

Whiskey is such a hit in America that the company sold six months of stock in its first 10 days of trading.

It sold 2.4 million bottles in its first six months of business.

However, the brand was taken over by Proximo in a deal worth $600 million.

Despite the sale, McGregor is still the face of Proper No Twelve and markets the brand.

CHARITY AFFAIR

Initially, Proper Twelve also helped charities.

Speaking at the launch, he said: “First responders around the world are the unsung heroes who act with courage and answer the call of duty for those in need every day.

“I have a lot of respect for these men and women. The company has pledged to donate $5 for every crate sold to local first aid organizations/charities, up to $1 million per year.

“Organizations/charities will be identified for each state and country in the world and donations will go directly to specific states and countries where sales take place.”

Last year he said Proper No. Twelve would donate to Australian first responders after the bushfire disaster.

IT’S IN FASHION

Known for his sharp suits and sharp tongue, McGregor, who once called David Beckham his fashion icon, has always enjoyed spending his money on fashion.

Prior to fighting Floyd Mayweather in 2017, the Irishman was seen in various suits designed by David August Heil – a man responsible for ensuring Sylvester Stallone, Will Smith and Robert Downey Jr are ready for the red carpet.

On closer inspection, stitched into the lining, the words “F*** You” could be seen etched into the flashy garments.

During a fitting, the couple decided to collaborate together.

“We’ve been casually discussing doing a line together, but we’ve finally gotten serious over the last few months,” he said ahead of the main event against “Money” Mayweather.

“I credit David [Heil] with creating the look that has become my signature and there’s no one else I know who understands how fashion can change a person – physically, mentally and emotionally.”

    McGregor created the August McGregor fashion line with David August Heil

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McGregor created the August McGregor fashion line with David August HeilCredit: August McGregor
    Heil has been McGregor's tailor for years - and designed the infamous 'F*** You' suit

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Heil has been McGregor’s tailor for years – and designed the infamous ‘F*** You’ suitCredit: Rex Features

LAUNCH TIME

After a while, the “Drop 1 Look Book” collection saw the release of limited edition t-shirts, hoodies and caps.

Incredibly, the clobber costing around £40-£120 sold out in just one day.

“Our audience is seriously engaged and loyal,” Heil told The Irish Sun.

“We sold out a few styles within the first 24 hours of launching the site and didn’t really promote them beyond our immediate subscribers and Conor’s fan base.”

August McGregor then introduced bespoke suits to his range, along with winter jackets as his empire continues to grow.

The clothing line has been estimated to bring in £50million in profits a year.

    August McGregor was first launched with t-shirts, hoodies and sweatshirts and sold out within 24 hours

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August McGregor was first launched with t-shirts, hoodies and sweatshirts and sold out within 24 hoursCredit: August McGregor
    The McGregor brand knows no bounds and makes the MMA fighter a mint

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The McGregor brand knows no bounds and makes the MMA fighter a mintCredit: Getty – Contributor
    McGregor in another of Heil's costumes

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McGregor in another of Heil’s costumesCredit: Getty Images – Getty

PATRONAGE AND THE DIGITAL ERA

In 2018, after signing a six-fight, multi-million pound contract with the UFC, McGregor renewed a contract with Monster Energy drinks worth around £750,000 a year.

Brand McGregor also appeals to Reebok, who use him as one of their famous endorsers and offer him around £4million a year.

And numerically, McGregor knows what’s going on when it comes to selling out.

He has invested in tech products like the MacTalk app, which allows fans to download McGregor soundbites for £1.09 a pop, as well as his own website, TheMacLife.com – an MMA media and website news dedicated to the man, who can’t help but generate money with his name.

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