Conor McGregor’s Proper No. Twelve strikes huge deal with PFL to become their official whiskey partner

The Professional Fighters League (PFL) has announced that Conor McGregor's whiskey brand, Proper No. Twelve Irish Whiskey, is now the official whiskey partner of PFL Europe, which is set to debut in March.

PFL Europe

@PFLEurope

PFL Europe 🤝 @ProperWhiskey

Proper Twelve is now the official whiskey partner of PFL Europe

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PFL Europe 🤝 @ProperWhiskey

Proper Twelve is now the official whiskey partner of PFL Europe https://t.co/WS4VfimsUP

PFL CEO Peter Murray announced the partnership while stating:

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"The Professional Fighters League is excited to partner with Proper No. Twelve Irish Whiskey for the inaugural PFL Europe season which kicks off on March 25th in Newcastle."

"The PFL and Proper No. Twelve both look forward to delivering fans the opportunity to experience the best European MMA fighters compete in the PFL's true sport season format with scheduled events in 2023 also to be staged live from Berlin, Paris, and Dublin. More Than A Fight."

Proper No. Twelve Irish Whiskey will sponsor all four PFL Europe events in a partnership that includes event branding, broadcast advertising, fan engagement, and consumer promotions. PFL Europe will give 32 mixed martial artists across four weight classes an opportunity to compete for $100,000. Fighters will also be competing to earn a spot on the PFL Global Roster, which awards a $1 million season prize to the winner. However, Conor McGregor is yet to comment on the partnership.

Check out the statement from PFL CEO Peter Murray below:

Peter Murray

@PeteMurrayPFL

PFL Europe has signed the best European fighters and brands to be part of this historic inaugural season launching in March. Proud to have @ProperWhiskey as @PFLEurope's Official Whiskey Partner. Welcome to Europe’s MMA League!

#MoreThanAFight

dazn.com/en-SE/news/mma…

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PFL Europe has signed the best European fighters and brands to be part of this historic inaugural season launching in March. Proud to have @ProperWhiskey as @PFLEurope's Official Whiskey Partner. Welcome to Europe’s MMA League!

#MoreThanAFight

dazn.com/en-SE/news/mma…

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Does Conor McGregor still own Proper No. Twelve Irish Whiskey?

Proper No. Twelve Irish Whiskey is often associated with Conor McGregor as he launched the company in 2018. While his status as the biggest star in mixed martial arts helped legitimize the brand, 'The Notorious' and his business partners cashed out of the venture in 2021 as they reportedly sold their majority stake to Proximo Spirits for $600 million.

While it is unclear exactly how much McGregor received from the sale of the brand, he remains on board with the company as a spokesperson. The former double champ can still be seen in advertisements for the brand, the latest being where he dressed up as the late Steve Jobs and announced the new Irish Apple flavor.

Conor McGregor

@TheNotoriousMMA

Drink Different! 🥃

Introducing a new revolutionary product from our storied distillery, Proper No. Twelve Irish Apple—a blend of my award-winning Proper No. Twelve Irish whiskey with notes of crisp and juicy Irish apple.

How do ya like them apples! @properwhiskey

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Drink Different! 🍏🥃

Introducing a new revolutionary product from our storied distillery, Proper No. Twelve Irish Apple—a blend of my award-winning Proper No. Twelve Irish whiskey with notes of crisp and juicy Irish apple.

How do ya like them apples! @properwhiskey https://t.co/7rEVLPLOIf

It is unclear if Conor McGregor will appear in advertisements for the new partnership between Proper No. Twelve Irish Whiskey and the PFL. While his status as the brand's spokesperson and the sport's biggest star will likely bring more eyes to the PFL, it is unclear if his UFC contract will allow him to do so. 'The Notorious' is set to make his highly-anticipated return to the octagon later this year after coaching season 31 of The Ultimate Fighter against Michael Chandler.

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