Conor McGregor’s whisky company, Proper No. Twelve Irish Whiskey, has been named the official whisky partner of PFL Europe, which will make its debut in March, according to the Professional Fighters League (PFL).
The partnership was announced by PFL CEO Peter Murray, who said:
The first PFL Europe season, which begins on March 25 in Newcastle, will see the Professional Fighters League team up with Proper No. Twelve Irish Whiskey.
“The PFL and Proper No. Twelve are excited to provide fans the chance to watch the top European mixed martial artists participate in the PFL’s genuine sport season structure, with events planned for 2023 that will also be broadcast live from Berlin, Paris, and Dublin. Not Just A Battle.”
All four PFL Europe tournaments will be sponsored by Proper No. Twelve Irish Whiskey as part of a collaboration that encompasses event branding, broadcast advertising, fan engagement, and consumer incentives. 32 mixed martial artists in four weight classes will get the chance to compete for $100,000 thanks to PFL Europe. Also, fighters will contend for a seat on the PFL World Roster, which comes with a $1 million season prize for the victor. Conor McGregor hasn’t yet offered an opinion on the collaboration, though.
Does Conor McGregor still own Proper No. Twelve Irish Whiskey?
Conor McGregor founded Proper No. Twelve Irish Whiskey in 2018, and as a result, the brand is frequently linked to him. While being the biggest name in mixed martial arts contributed to the brand’s legitimacy, “The Notorious” and his financial associates exited the project in 2021 after allegedly selling their controlling ownership to Proximo Spirits for $600 million.
Although it is unknown how much money McGregor made from the sale of the company, he is still working for them as a spokesperson. The most recent one had the former double champion announcing the new Irish Apple flavour while dressing as the late Steve Jobs. The former double champion is still featured in company advertisements.
Conor McGregor may or may not appear in advertising for the PFL’s new relationship with Proper No. Twelve Irish Whiskey. Although he is the face of the company and the largest name in the sport, it is uncertain whether his UFC contract will permit him to promote the PFL. After competing in season 31 of The Ultimate Fighter as Michael Chandler’s coach, “The Notorious” is scheduled to make his eagerly awaited comeback to the octagon later this year.