Artem Lobov Sues Conor McGregor over Alleged Proper No. Twelve Whiskey Agreement

Former MMA fighter Artem Lobov has filed a multimillion-dollar lawsuit against Conor McGregor alleging he is entitled to a percentage of McGregor's earnings in the sale of the Proper No. Twelve Irish Whiskey brand.

Shane Phelan of the Irish Independent reported Lobov says he is entitled to 5 percent of the $600 million McGregor made when he sold a majority of Proper No. Twelve in 2021.

Lobov and McGregor were longtime friends and training partners. The Russian says he was instrumental not only in helping McGregor develop the brand but also in the decision to choose whiskey over a vodka venture.

"My client is a retired professional fighter with a master's degree from DCU in Finance and Capital Markets," Lobov's attorney, Dermot McNamara, said. "We have issued High Court proceedings on his behalf to enforce an agreement with Mr. McGregor regarding the Proper No. 12 whiskey brand. My client was the initial creator and co-founder of the concept to launch an Irish whiskey brand associated with Mr. McGregor. As these matters are now before the court, we will not be making any further comment."

Lobov told Jordan Ellis of TalkSport in August that he conceptualized the idea of Proper No. Twelve. McGregor was considering launching a vodka business with Game of Thrones actor Hafþór Björnsson, but Lobov said he used his business acumen to convince McGregor that being the face of an Irish whiskey brand would be more profitable.

McGregor's attorneys denied Lobov's allegations, saying the brand was "created, developed, branded and tirelessly promoted" by the former UFC featherweight and lightweight champion.