In a cold case of punch-drunk profit, MMA fighter Conor McGregor has pocketed a cool $600 million after selling the majority interest in his whiskey brand, Proper No. 12 to Proximo Spirits. As any good alcoholic knows, Proximo produces a number of booze brands including Three Olives Vodka, Old Bushmills Distillery Whiskey, and 1800 Tequila (to name a few). According to a report from ESPN:
Proximo previously held a 49% stake in the company. The $600 million will go to brand co-founders McGregor, his agent Audie Attar of Paradigm Sports Management and their partner Ken Austin, who told the publication that the sum includes the $250 million the team already earned in the brand’s first two years in business with Proximo.
As Yogurt once remarked in Spaceballs, it’s all about the merchandise. Sure, you can rack up the bucks punching people in the face, but the real cash comes in when you start selling stuff, whether it’s booze, sneakers, or OnlyFans memberships.
Speaking of merchandise, don’t forget to pick up some Pro Sports Extra swag at our online store. Although we don’t have any booze (yet), you’ll want to be the first one on the block wearing PSE t-shirts and hats!