Conor McGregor signs a new deal with UFC

Conor McGregor signs a new 8-fight deal with the UFC.  I guess this means McGregor and the UFC are back on good terms.

According to ESPN, Dana White said making the deal was easy because they understand his value.  “It’s not hard to do a deal with Conor McGregor because we know what he’s worth.”

Those who watched McGregor’s UFC 229 press conference with Khabib Nurmagomedov on Thursday noticed an interesting prop that played a big role in the event. McGregor brought a bottle of his new whiskey, Proper Whiskey, and was drinking it throughout the event. He also said that the whiskey’s logo would be on the canvas as a sponsor during the fight.

According to ESPN, the inclusion of Proper Whiskey as an official sponsor for all of McGregor’s UFC fights is a term of the contract.

Conor McGregor’s Twitter page has been a factory of promotion for the new product. He even tried to create some buzz by telling fans they could attend Thursday’s press conference if they brought a bottle of his whiskey (no fans actually attended the event).

The whiskey promotion aspect of the deal seems to be an important one for Conor McGregor. He is the UFC’s biggest attraction, and he hadn’t fought for them in nearly two years, leading him to being stripped of his title due to inactivity. There were questions about whether the UFC could give McGregor the type of pay day he was seeking, with White openly questioning McGregor’s desire to continue fighting.

Conor McGregor

Promoting McGregor’s whiskey allows them to provide a second stream of revenue beyond his standard pay for fighting, which could make stepping back into the Octagon worth McGregor’s while.


Nicholas Norman is the founder of Distinct Athlete and one of the preeminent figures in the digital sports industry. Using his extensive background in sports media, he has built Distinct Athlete into one of the largest, most successful independently-owned sports blogs in the country. Nicholas Norman has worked in sports media for over 8 years, beginning with his time as a student at Troy University. His background includes six years working at the Forward Times Newspaper. Nicholas Norman founded in Jan. 2012.