Artem Lobov Sues Long-Time Friend Conor McGregor

UFC superstar, Conor McGregor is being sued by long-time friend Artem Lobov, after the Russian claims the idea for the Irishman’s Whisky brand ‘Proper No. Twelve’ was his.

Unveiled in September of 2018, Conor McGregor’s Whisky brand ‘Proper No. Twelve’ took off at its inception, being released months after his famous “Money Fight” with boxing great Floyd Mayweather, interest in the Irishman and any associated brands was inevitably amplified.

After quickly turning the drink into one of the world’s best-selling spirits, McGregor and his business partners sold their stakes in the company to Proximo spirits for a combined $600 million back in April of last year.

Artem Lobov, good friend and training partner of McGregor claims his input and advice was instrumental in the development of the brand, as well as claiming that he “came up with the idea” for the brand prior to its creation.

Although McGregor, 34, may not have majority ownership of the company anymore, Lobov believes he is entitled to 5 percent of the proceeds that McGregor acquired from the brands sale last year. Lobov also claims his involvement with the business was phased out once it started to take off.

Lobov, 36, has had a widely broadcast relationship with McGregor, with the former appearing as one of the Irishman’s team members when he coached The Ultimate Fighter in 2015. The pair already knew each other prior to the show, sparring and training back in Ireland, as much was evident when the duo could be seen on screen.

Lobov, like McGregor, fought under the UFC banner post his TUF run, going 2-5 with the promotion before being released in 2019. He and McGregor’s relationship also made headlines in 2018 on the run up to McGregor vs Khabib, with Lobov being confronted by McGregor’s opponent and his entourage after a video was released of him trash talking the fellow Russian. This confrontation sparked McGregor’s arrival to the US and the subsequent dolly assault on the fighter bus in the underbelly of the Barclays Centre.

Lobov and his solicitor have opened high court proceedings in an attempt to recoup the funds he believes he is entitled to, however, Lobov also claims that he previously turned down £840,000 from the Irishman. Conor McGregor was allegedly originally set on the idea of a Vodka brand, but with Artem’s advice, changed his mind and pursued entry into the Irish Whisky market instead.

McGregors spokesperson Karen Kessler responded that Lobov’s claims to Proper No. Twelve are “incorrect” and that “Proper No. Twelve Irish Whisky was created, developed, branded and tirelessly promoted by Conor Mcgregor“.

Stay tuned with VMTV for more as the story develops.