Artem Lobov Sues Conor McGregor for $7.5 Million Over Proper Twelve

In a shocking turn of events, Artem Lobov has taken legal action against his former friend and UFC superstar, Conor McGregor. Lobov is seeking $7.5 million in damages, alleging that he was promised a stake in the lucrative Proper Twelve whiskey brand for his contributions but was unfairly dismissed by McGregor. This high-profile lawsuit not only highlights the dramatic end of their friendship but also shines a light on the often-complex intersection of fame, business, and personal loyalty.

From Friends to Foes: The Breakdown of a Storied Alliance

Artem Lobov and Conor McGregor’s relationship was once one of the most prominent friendships in mixed martial arts. Their bond was forged at SBG Ireland, the gym that produced a host of elite fighters and was known for mutual support both inside and outside the cage. A famous example of their solidarity was in 2018, when McGregor flew to America to confront Khabib Nurmagomedov’s team in a show of support for Lobov, an incident that remains a pivotal moment in UFC history.

However, as McGregor’s career skyrocketed and he co-founded the Proper Twelve whiskey brand, their once-unbreakable bond reportedly began to fray. Lobov claims the friendship deteriorated due to disagreements over their business partnership. The lawsuit now serves as the culmination of this rift, transforming a personal falling out into a public and legal battle.

The Claim: A Handshake Agreement and a Quest for Recognition

According to Lobov, his involvement was crucial to the success of Proper Twelve. In interviews, he has detailed his alleged role in the brand’s early stages, including negotiating with distilleries and providing strategic input. He claims that a handshake agreement with McGregor guaranteed him a 5% share of the company’s profits—a promise he says was never honoured.

Lobov has stated he possesses documented evidence, including WhatsApp messages, to back his claims. With Proper Twelve’s valuation surging to nearly **$2 billion**, Lobov’s lawsuit is about more than just money; he seeks official recognition as a co-founder of the brand that has become a cornerstone of McGregor’s business empire.

Future Implications for MMA and Business Ventures

The outcome of this lawsuit could have far-reaching consequences for both men. For McGregor, the dispute could impact his public image and his reputation as a business partner. For other fighters, the case serves as a crucial lesson on the importance of formal, written agreements, even with close friends. As the legal proceedings unfold, the MMA community remains captivated, with fans divided on who is in the right. The saga of McGregor and Lobov highlights the fragile line between personal loyalty and business interests, especially when immense wealth is at stake.