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Morning Report: Artem Lobov sues Conor McGregor for millions over Proper 12 whiskey deal

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The once close friendship between Conor McGregor and Artem Lobov seems to be a thing of the past.

According to Irish independent (h/t Bloody elbow), Lobov is suing McGregor for millions, alleging he played a key role in the development of McGregor’s Proper No. 12, which McGregor sold a controlling interest in for $600 million in 2021. has an agreement that entitles him to five percent of the money McGregor made from the sale.

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“My client is a retired professional fighter with a DCU master’s degree in finance and capital markets,” Lobov’s lawyer Dermot McNamara said. “We have initiated proceedings in the High Court on his behalf to enforce the agreement with Mr. McGregor regarding the Proper No. 12. My client was the original creator and co-founder of the startup concept for an Irish whiskey brand associated with Mr. McGregor. As these matters are now pending before the court, we will not make any further comment.”

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In response, McGregor’s representatives denied the claims as incorrect.

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“Proper No. 12 Irish Whiskey was created, developed, branded and promoted relentlessly by Conor McGregor,” said Karen J. Kessler.

McGregor and Lobov were once fast friends and training partners in Team SBG Ireland, with Lobov playing a central role in McGregor’s feud with Khabib Nurmagomedov and Paulie Malignaggi. But this friendship seems to have faded away, just like in August, Lobov claimed that he was the one who came up with the idea for the Proper 12when McGregor was thinking of taking up vodka with Hafthor Bjornsson, a professional strongman. Lobov claims he told McGregor to drink whiskey instead and even worked hard early on to get things going.

“I was the person who came up with the idea to make whiskey for Conor,” Lobov said.

“I told him before you even looked further (about vodka), ‘Here’s what I know about Irish whiskey.’ I told him about my college presentation. I told him about the dominance of Irish whiskey and all that. He said, “Go and see what kind of deal you can make,” and I went my own way.

“I went on and met all the different whiskey distilleries. Some I called and some I met in person. I did my research and got a nice deal together. As soon as the deal was ready, I went up to Conor and said: “Conor, I have a deal for you.” It’s going to be a billion dollar deal, there’s nothing to mess around with. I’m not sure if he took me seriously or not at that time with the billion dollars.

“Conor offered me $1 million but I refused, I didn’t accept it. You know, throughout my career, when I helped Conor with camps, he offered to pay for them, but I never accepted money from him.

With over $1 million at stake, Lobov appears to have changed his mind.

Lobov, 36, retired from martial arts in 2021 after losing in boxing to Olympic silver medalist Denis Berichyk. His overall record in MMA is 13-15-1, 1 NC and his bare-knuckle record is 2-2.


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There will be no morning report tomorrow due to the weekend, but see you on Friday.

Thanks for reading!



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