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Irish Daily Mirror
06-08-2025
- Sport
- Irish Daily Mirror
‘I got f***ed over' - Conor McGregor ex-pal claims he ‘completely turned on me'
Conor McGregor's ex-teammate and old pal Artem Lobov has claimed he was 'f***ed over' by the former UFC Champion in a multi-million euro deal. He is hoping to get acknowledgement for what he claims was his role in developing McGregor's previously owned whiskey brand, with a case being brought before the High Court. McGregor is set to return to the High Court this December, a year after losing a civil action for sexual assault taken against him by Nikita Hand, with Lobov claiming McGregor promised him a 5% stake in his Proper No 12 whiskey brand. McGregor sold the whiskey brand to Proximo Spirits in 2021 in a deal worth up to €520m, while the former two-weight UFC Champion is thought to have earned at least €150m for his stake. Artem Lobov is bringing a case against his former friend and teammate. In it, he claims McGregor promised him a 5% stake in the company and believes he is owed between €6.5m and €7m. The High Court has previously heard that Mr McGregor denies Mr Lobov's claim and says that in one message sent by him (Lobov), he stated that he did not want anything from the deal. In a replying affidavit previously reported on, Mr McGregor's solicitor, Michael Staines, said his client was denying Mr Lobov's allegations. He also said that while Mr Lobov had provided the texts of certain messages to the court, he had not included one from February 2019 in which Mr Lobov stated: "I swear on my child's life I will NOT take a cent from the whiskey deal". The Russian-Irish fighter is due to make his in-ring return later this year and appeared on The Ariel Helwani Show to discuss his situation. 'Unfortunately, things are not good between me and Conor,' Lobov told show host Helwani. 'We always had each other's backs. I feel I showed him much loyalty. I would dare him to name from all of his mates someone who was more loyal to him than I was. I did everything for him. Whenever we did camps, I was the only one to never accepted a cent from him.' Conor McGregor and Artem Lobov in 2015 Lobov told Helwani that 'the agreement had always been if I helped him with business and helped him make money, then he's going to give me my cut, ' and cited an example where he said that McGregor paid Lobov €20,000 for brokering an agreement with a Russian TV station despite the expected fee to be a lower sum of €6,000 as an example of the previously good working relationship between the pair. Lobov, who has a Master's degree in Business from DCU, claimed that he worked alongside industry experts in developing the brand and pushing for a better deal for McGregor. 'I was fighting for every cent for Conor,' he continued. 'Unfortunately, I did get f***ed over on this deal even though Conor shook my hand and promised me 5% no matter what, but I guarantee you I can't wait to be in court. 'I cannot leave this like this; this is too big a story to just let it die out in obscurity. 'Me, Conor's brother, who was always loyal and never took a cent from Conor, he wouldn't pay me my share as was promised. I put the biggest piece of meat on Conor's table, and he wouldn't cut me a tiny little slice, so my family could eat too.' Lobov says that he wants acknowledgement for what he described as the 'incredible' amount of work he did to get the whiskey to market. After selling his stake in 2021, McGregor served as an ambassador for Proper Number 12 Whiskey but was dropped from that role after damages were awarded against him for sexual assault last year. There is no use of his name, face, or likeness in relation to Proper No Twelve anymore, and McGregor's image has been largely wiped from their social media and marketing.
News18
06-08-2025
- Business
- News18
Conor McGregor Embroiled In Legal Battle With Ex-Friend
The unraveling of one of mixed martial arts' most celebrated friendships has reached a dramatic crescendo, with Artem Lobov's candid revelations painting a stark picture of betrayal and broken promises. What once stood as an unbreakable bond between brothers-in-arms has devolved into a bitter legal battle that exposes the darker side of fortune and fame. Genesis of a Bitter Feud The foundation of this explosive confrontation traces back to September 2017, when Lobov claims he presented McGregor with what would become the blueprint for Proper No. Twelve whiskey. According to Lobov's detailed account, this wasn't merely a casual suggestion but a comprehensive business proposal he had meticulously crafted. 'The selling point of my book will be the Proper 12 Whiskey story. A few people know, but this was actually my idea. I was the person who came up with the idea to do a whiskey for Conor," Lobov revealed in a previous interview. His assertion goes beyond simple ideation – he maintains that he actively engaged with whiskey distillers across Ireland, assembled the foundational framework, and personally delivered the completed proposal to McGregor and his management team. The Russian-born fighter's involvement allegedly extended far beyond the initial concept. Lobov claims he conducted extensive research, held meetings with multiple distilleries, and presented McGregor with what he confidently described as 'a billion-dollar deal". When the whiskey brand was eventually sold to Proximo Spirits for a staggering $600 million in 2021, Lobov watched from the sidelines as McGregor reportedly pocketed approximately $150 million from the transaction. The Promise That Became a Prison Central to Lobov's legal challenge is his assertion that McGregor made a verbal commitment to grant him a five percent stake in the venture. This alleged agreement, which Lobov claims was sealed with a handshake and witnessed by three individuals at the SBG gym on Naas Road, forms the cornerstone of his multi-million dollar lawsuit. 'The agreement has always been that if I help him with business, if I help him make money, then he's going to give me my cut. And in the past, when I've done deals for him… And for this deal — this whiskey deal — it was such a massive deal for me," Lobov explained during his appearance on The Ariel Helwani Show. The gravity of this alleged promise becomes apparent when considering the financial implications. Lobov's claimed five percent stake would translate to approximately $8 million based on McGregor's reported earnings from the sale6. However, the journey to this legal confrontation was paved with missed opportunities and mounting resentment. According to court documents and public statements, McGregor did acknowledge Lobov's contribution by offering him $1 million as compensation. Yet Lobov's rejection of this substantial sum reveals the depth of his conviction regarding his rightful share. This decision, which many might view as financially imprudent, demonstrates Lobov's unwavering belief in the validity of his claims and his refusal to accept what he perceived as inadequate recognition for his contributions. From Brotherhood to Legal Warfare The transformation of their relationship from loyal teammates to courtroom adversaries represents one of the most dramatic friendship collapses in modern sports history. Their bond, forged through countless training sessions at SBG Ireland, had weathered numerous storms and appeared unbreakable. McGregor had previously served as Lobov's coach on The Ultimate Fighter, instrumental in securing his UFC contract despite Lobov's modest fight record. Their friendship was perhaps most publicly demonstrated during the infamous UFC 223 bus incident, where McGregor's protective instincts toward Lobov led to one of the most shocking scenes in UFC history. When Khabib Nurmagomedov confronted and slapped Lobov in a hotel hallway, McGregor's response was swift and dramatic – flying to New York and attacking a bus full of fighters in defense of his teammate. However, the whiskey dispute has poisoned this once-sacred bond. The legal proceedings have devolved into personal attacks, with McGregor launching a social media campaign that includes posting voice notes where he repeatedly sings 'Artem is ra-at nah nah nah nah, hey, nah nah nah nah hey rat" and sharing images of Lobov superimposed on packets of raw sausages. These actions prompted Lobov to file an additional defamation lawsuit, though the High Court ultimately ruled in McGregor's favor, determining that calling someone a 'rat" constituted 'vulgar abuse" rather than clear defamation. The Snake's True Nature Revealed The most damaging aspect of this controversy extends beyond the financial dispute to the character assassination that has accompanied it. Lobov's willingness to pursue legal action despite their history has exposed what he perceives as McGregor's true nature – that of a man who abandons loyalty when financial interests are threatened. McGregor's response to the lawsuit has been characteristically combative, including a public challenge for Lobov to 'meet me down at SBG Concord and we'll fight for the whole lot". This attempt to resolve a complex legal matter through physical confrontation has been interpreted by legal experts as potential witness intimidation, leading to additional complications in their ongoing disputes7. The broader MMA community has watched this deterioration with particular interest, given the historical significance of their partnership. Many observers have noted the irony that Khabib Nurmagomedov's previous characterisation of Lobov as 'a little snake in the grass" now seems prophetic, though whether this description better suits Lobov or McGregor remains a matter of perspective. Legal Battles and Mounting Costs The court proceedings have proven costly for both parties, with recent rulings requiring Lobov to bear 75 percent of McGregor's legal costs due to late amendments to his case. Despite these setbacks, Lobov remains committed to his pursuit of what he believes to be rightful compensation for his role in creating one of the most successful celebrity alcohol brands in history. The case, originally scheduled for trial in May 2025, has faced multiple delays as both sides continue to present new evidence and arguments. The complexity of proving an oral agreement made in a gym setting, witnessed only by individuals whose loyalties may be questioned, presents significant challenges for Lobov's legal team. As this bitter saga continues to unfold in Irish courts, it serves as a cautionary tale about the corrosive effects of wealth on personal relationships and the importance of formalising business agreements, regardless of personal bonds. The friendship that once symbolised loyalty and mutual support in the face of adversity has become a public spectacle of betrayal, litigation, and character assassination that may never fully heal. top videos View all
Irish Times
10-07-2025
- Irish Times
Conor McGregor whiskey dispute man to provide sworn statement on why information not revealed earlier
A man who claims he is entitled to 5 per cent of a Conor McGregor-founded whiskey brand is to provide a sworn statement on why information found on an old phone was not revealed earlier and delayed the hearing of the case, the High Court heard. Artem Lobov, former MMA sparring partner of Mr McGregor, claims he was involved in the creation of and worked on the initial setting up of the Proper Number Twelve Irish whiskey brand which was reported to be sold for $600 million (€513 million) to Proximo Spirits in 2021. Mr McGregor was reported to have received $130 million from the sale. Proximo cut ties with Mr McGregor and the brand following last year's separate High Court action in which a civil jury found he should pay almost €250,000 for raping a woman, Nikita Hand, in a Dublin hotel in December 2018. Mr McGregor appealed and a decision on the appeal is awaited. Mr Lobov originally claimed he made an oral agreement about the whiskey brand in a gym in September 2017. Mr McGregor said he was in Ibiza that September and could not have been present on that date. READ MORE However, as Mr Lobov was preparing for the hearing of his case, he found an old mobile phone last March which clarified the meeting at which the agreement was made was October 9th, 2017, not in September. As a result, a hearing date for the case had to be vacated after Mr McGregor's side said it had completely changed the claim they had to meet and they needed time to deal with it. A formal application was made to allow Mr Lobov amend his pleadings, was opposed by the McGregor side, but granted by the court and a new date for hearing proposed for next October. On Thursday, the case was mentioned by Andrew Walker SC, for Mr Lobov, before Ms Justice Nessa Cahill who said his side was making further discovery in preparation for the hearing. It will come in the form of an affidavit from Mr Lobov which will provide an explanation as to why the phone was not revealed sooner. Catriona Cannon BL, for Mr McGregor, consented to this but said she would like the case mentioned next week in case her side needed to respond to the additional discovery. Ms Justice Cahill put the case into a list to fix dates for hearing later this month. This will provide the parties with an opportunity to say the case is ready for hearing in October.
Forbes
17-06-2025
- Business
- Forbes
Why Proper No. Twelve Released A 13-Year-Old Single Malt
Proper No. Twelve 13-year-old single malt. The bottle indicates it is Limited Release No. 01, hinting at future limited releases by the popular Irish whiskey brand. Anna Dave / Proper No. Twelve The original Proper No. Twelve Irish Whiskey was released seven years ago. A triple-distilled blended whiskey with an approachable flavor profile and a retail price around $25 per 750ml bottle, Proper No. Twelve has rapidly grown in popularity. 'Proper No. Twelve hits a sweet spot for consumers trading up from mainstream brown spirits,' said Lander Otegui, executive vice-president of innovation and marketing at Proximo Spirits, via email. Proximo Spirits owns Proper No. Twelve. Building on that success, Proper No. Twelve launched Proper No. Twelve Irish Apple in February 2023, an effort to bring the brand to a new audience outside of the usual Irish whiskey category. But for the first time, Proper No. Twelve is offering a limited-release, age-statement, single malt, taking the brand in yet another direction and pleasing another new audience. 'Proper No. Twelve Irish Apple allowed us to build on our presence in the shot occasion, introducing us to a new audience and challenging brands outside of the traditional Irish whiskey category, which has typically owned this occasion,' said Otegui. 'But the beauty with Irish whiskey, and the distillery where Proper No. Twelve is made, is our ability to create both blends and single malt whiskies. Proper No. Twelve original is a blend of both, so it was only natural for us to explore a single malt only option as a way to deliver a premium product for our loyal fans,' said Otegui. 'The introduction of the Proper No. Twelve 13-Year-Old Single Malt, the brand's first-ever limited release, marks our transition into the aged-and-craft segment and solidifying our position as the Irish whiskey category challenger.' The new release, now available for a limited time in Florida, Georgia, Illinois, Tennessee, Texas and Arizona at a suggested retail price of $59.99, is bottled at 86 proof to emphasize its more robust character. It is triple-distilled and is a vatting of American oak, first-fill bourbon barrels and European oak, second-fill ruby port barrels. Not surprisingly, Proper No. Twelve 13-Year-Old Single Malt has a darker color and a slightly sweeter flavor than original Proper No. Twelve, the result of using malt barley and of the second-fill port barrels. Yet, it is, as advertised and in keeping with the Proper No. Twelve brand, very clean, simple and approachable. 'Proper No. Twelve 13-Year-Old Single Malt is definitely a more refined expression, but it still reflects the foundation of the brand's liquid profile— bold, accessible, and built for those who appreciate character,' said Otegui. 'It is a great introduction to the brand for those whiskey drinkers who are looking for an approachable age-statement single malt, while still appealing to long-time fans of Proper No. Twelve. Said another way; it has the credentials to recruit seasoned whiskey drinkers, but also the familiarity to endear those who typically stick to the expressions that dominate the category.' What does this first limited release, first age-statement whiskey and first single-malt release mean for the future of Proper No. Twelve? 'We feel it sets the tone for where this brand is going as it continues to challenge the expectations of the Irish whiskey category,' said Otegui.
Irish Times
21-05-2025
- Irish Times
High Court allows McGregor whiskey dispute to proceed
The hearing of a High Court dispute over an alleged oral agreement giving 5 per cent of a Conor McGregor-founded whiskey brand to his former MMA sparring partner will go ahead later this year after a judge approved moves to amend the date of the original claim. Ms Justice Nessa Cahill, on Wednesday, granted Artem Lobov permission to amend his pleadings in the case in which he claims Mr McGregor made an oral agreement with him for a 5 per cent share, made in a gym in 2017. The court heard Mr Lobov is now saying the meeting at which the oral agreement was made took place on October 9th, 2017, not September 2017 as originally claimed. It arose after Mr Lobov, while preparing for the hearing, found an old mobile phone which clarified the meeting was not in September 2017. It was also in circumstances where Mr Lobov knew Mr McGregor had been defeated in a boxing match with Floyd Mayweather in August 2017. The court heard Mr McGregor was in Ibiza in September and said he could not have been present on the date Mr Lobov originally claimed. READ MORE Russia-born Mr Lobov claims he was involved in the creation of, and working on setting up, the 'Proper Number Twelve' Irish whiskey brand which was reported to be sold for US$600 million (€530 million) to Proximo Spirits in 2021. Mr McGregor was reported to have received $130 million from the sale. Proximo cut ties with Mr McGregor and the brand following last year's separate High Court action in which a civil jury found he should pay almost €250,000 for raping a woman, Nikita Hand, in a Dublin hotel in December 2018. That decision is being appealed. The hearing of the whiskey claim was due to go ahead this week but was postponed to allow Mr Lobov, who lives in Mulhuddart, Dublin, apply to amend his case after he had discovered the old phone with information alerting him to the October date. The McGregor side, who denied there was any oral agreement, opposed the amendment. On Wednesday, after hearing arguments from lawyers for both sides, Ms Justice Cahill said she was satisfied to allow the amendment. She approved directions for the progress of the case to hearing but noted it is unlikely to get a date until after the long courts vacation. Earlier Andrew Walker SC said Mr Lobov had told his solicitor Dermot McNamara that he discovered the old phone in March. While his side accepted it would have been far better if the amendment to the claim had been made sooner, the law was clear that a litigant can bring an application to amend at any time and the court has a wide ranging discretion to grant it. This was not a case where there was irredeemable prejudice to the defendant and it was also not bound to fail, which are the only two barriers to an amendment, he said. He accepted the defence was going to have to meet its three witnesses who were to give evidence on behalf of Mr McGregor so they can now have to deal with where they were in the relevant week of October 2017. This was not insurmountable but it would take more time, he said. Mr Walker also accepted the amendment will have cost implications for his client. Remy Farrell SC, for Mr McGregor, agreed there was no irredeemable prejudice or that the case was bound to fail. 'But those who receive absolution have to admit the sin or at least provide an explanation as to how this occurred', he said. There was 'no interest' on the part of the Lobov side to address that, he said. 'The reason was to secure a litigious advantage as something that could be dealt with on the day of the trial', he said. It arose in circumstances where after Mr Lobov told his lawyer about the new phone, a decision was taken not to reveal this until the eleventh hour, he said. The court would, in those circumstances, be entitled to not grant permission to amend the case but could otherwise have been granted, he said. Ms Justice Cahill said she would give reasons in a written judgment in due course for her decision to allow the amendment along with dealing with the question of costs.
