Irish mixed martial arts (MMA) fighter Conor McGregor, a former UFC champion, has long been a central figure in the sport’s high drama. In a period of heated competition and personal disputes, McGregor publicly challenged Artem Lobov, a former teammate who had become an adversary in the headlines. The tension between the two fighters touched on loyalty, business ventures, and the split paths that can occur after a long training relationship ends. McGregor’s social media activity reflected a volatile moment, with statements about debts and threats that drew wide attention before the message was removed from the platform.
Lobov has moved into the business world with an ambitious project, aiming to launch a line of Irish whiskey under the brand Proper No. Twelve. The plan reportedly included a run with a limited number of bottles and a vision that blended storytelling from the fighting life into a premium product. McGregor had conversations that touched on ownership and equity, with Lobov seeking a share in the enterprise. The exchanges during this period showed the friction that can arise when former teammates explore entrepreneurship and the distribution of control among co-founders. In response to the evolving dispute, McGregor used social networks to voice his opinions in a direct, confrontational manner, including calling Lobov things that he later backed away from publicly.
In later news, the whiskey business associated with McGregor is described in industry reports as having grown substantially. By early 2021, it was reported that a majority stake in the brand had changed hands for a substantial sum, highlighting the rapid monetization of celebrity-backed spirits ventures. The move underscored how athletes can leverage their personal brands into large-scale business holdings that extend beyond their sport, often in partnership with established industry players who bring distribution, marketing, and production expertise to the table.
Meanwhile, Khabib Nurmagomedov, a former UFC Lightweight Champion, is often cited among the top MMA figures of the 2010s. Repeated recognitions from established combat sports databases place him alongside other elite competitors for his impact in the sport, both inside the cage and in how he shaped the public conversation around MMA during that era. Nurmagomedov’s career is frequently referenced in discussions about consistency, dominance, and the evolution of fighting styles at the championship level, illustrating how a single athlete can influence an entire generation of fighters and fans.