21 September 2018

McGregor growing brand with newest UFC deal


Michael A. Rueda
Partner | Head of US Sports and Entertainment | US

Conor McGregor is the latest athlete to cross-promote his professional career with his personal business activities. Included in McGregor's new UFC contract are sponsorship and advertising rights for McGregor's recently released Proper 12 Whiskey. Conor McGregor, is the founder, chairman and majority owner of Proper 12 Whiskey. McGregor has said that the Proper 12 Whiskey logo will be on the canvas in the octagon for each of his professional fights. This is a huge win for both Conor's professional career and personal brand, as Conor is the highest pay-per-view generating fighter in the UFC. McGregor owns the UFC pay-per-view record with 1.6 million pay-per-view buys, and UFC president, Dana White has said that his approaching fight in UFC 229, on October 6, 2018 is trending towards 2.5 million pay-per-view buys. Regardless of whether McGregor wins or loses the fight, Proper 12 Whiskey will walk away a big winner with such prime exposure. Going forward, we are sure to see more athletes attempting to cross-promote personal business ventures with their professional careers.

This article was written with contributions from Tim Piscatelli.

Michael A. Rueda Partner | Head of US Sports and Entertainment | New York

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