{"id":47121,"date":"2025-08-06T05:57:08","date_gmt":"2025-08-06T05:57:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/47121\/"},"modified":"2025-08-06T05:57:08","modified_gmt":"2025-08-06T05:57:08","slug":"artem-lobov-opens-up-on-fractured-relationship-with-conor-mcgregor-multimillion-dollar-whiskey-war","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/47121\/","title":{"rendered":"Artem Lobov opens up on fractured relationship with Conor McGregor, multimillion-dollar whiskey war"},"content":{"rendered":"<p>Artem Lobov delivered a surprising message for Conor McGregor on Tuesday despite their ongoing multimillion-dollar whiskey war.<\/p>\n<p>Lobov was once as vital to McGregor\u2019s camp as head coach John Kavanagh. The two weren\u2019t just sparring partners who bloodied each other in Dublin\u2019s Straight Blast Gym. They were brothers.<\/p>\n<p>Advertisement<\/p>\n<p>\u201cWe always had each other\u2019s back,\u201d Lobov told <a data-i13n=\"cpos:1;pos:1\" href=\"https:\/\/www.youtube.com\/watch?v=VIVQeTp_VhE\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:Uncrowned&#039;s &quot;The Ariel Helwani Show&quot;;cpos:1;pos:1;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">Uncrowned&#8217;s &#8220;The Ariel Helwani Show&#8221;<\/a> on Tuesday. \u201cI showed him unmatched loyalty. Who was more loyal to him than I was? I did everything for him.\u201d<\/p>\n<p>That bond shattered over a handshake agreement Lobov says McGregor broke \u2014 a promise to give him a cut of McGregor\u2019s Proper No. Twelve profits when the whiskey brand was sold.<\/p>\n<p>Lobov, who says he turned down payment for years of sparring with McGregor, claims he co-founded the product. He researched the market, convinced McGregor to ignore calls for a premium release that would have priced out the working man, and spotted the gap for an affordable bottle instead. He claims he also fought against an \u201coption\u201d deal that capped profits far below market value \u2014 a move he says would&#8217;ve cost McGregor millions.<\/p>\n<p>According to Lobov, McGregor shook his hand and guaranteed him 5% \u201cno matter what.\u201d And so, when Proxima Spirits bought the brand for $600 million, <a data-i13n=\"cpos:2;pos:1\" href=\"https:\/\/www.irishtimes.com\/business\/2025\/05\/16\/conor-mcgregor-whiskey-case-hearing-delayed-following-new-information\/\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:McGregor reportedly received $130 million;cpos:2;pos:1;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">McGregor reportedly received $130 million<\/a>. Lobov feels he should have received a $6.5 million share.<\/p>\n<p>Advertisement<\/p>\n<p>The arrangement had worked before. Lobov says a TV deal he set up for McGregor paid far more than expected, and McGregor rewarded him with a 233% bonus. \u201cWhenever we did camps, I was the only one who never accepted a cent,\u201d Lobov said. \u201cI\u2019d say, &#8216;Conor, I\u2019m not taking this. You\u2019re my brother.&#8217;\u201d<\/p>\n<p>But with Proper No. Twelve, he says the betrayal cut deeper. \u201cI put the biggest piece of meat on Conor\u2019s table and he wouldn\u2019t cut me a tiny slice so my family could eat,\u201d Lobov says.<\/p>\n<p>The dispute is now in Ireland\u2019s High Court. Lobov is suing for the $6.5 million, with a trial set for December. \u201cHe knows I\u2019m in the right and f***in&#8217; me over,\u201d Lobov says. McGregor denies the claims.<\/p>\n<p>It\u2019s not just money Lobov wants. He wants acknowledgement. \u201cThey booted me to the side, no recognition, nothing,\u201d he says, accusing McGregor\u2019s manager Audie Attar of driving a wedge in their friendship. \u201cI want to show who was a true and loyal friend, and who was a snake.\u201d<\/p>\n<p>The feud resurfaced during Lobov\u2019s Tuesday appearance on Uncrowned, where he also announced a long-awaited return to fighting \u2014 his first professional MMA bout since 2018.<\/p>\n<p>Advertisement<\/p>\n<p>\u201cSeven years in the making,\u201d <a data-i13n=\"cpos:3;pos:1\" href=\"https:\/\/x.com\/RusHammerMMA\/status\/1952411024046321962\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:he wrote Monday on social media;cpos:3;pos:1;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">he wrote Monday on social media<\/a>, alongside a poster for his return match with Zubaira Tukhugov. \u201cTime to get revenge.\u201d<\/p>\n<p>Lobov had turned down offers to fight before, he says. He wasn\u2019t interested unless the purse was big or the opponent was right. But PFL executive Mike Kogan had that opponent ready for him, and so they agreed to a swift, one-fight deal. Lobov will fight Tukhogov in Dubai at a PFL event on Oct. 3.<\/p>\n<p>Their history runs back to 2018, when former UFC lightweight champion and fierce McGregor rival Khabib Nurmagomedov confronted Lobov over comments he made while defending McGregor. \u201cIf somebody called your friend a chicken in Russia, it\u2019s more severe \u2026 you\u2019d respond,\u201d Lobov says.<\/p>\n<p>It escalated when Nurmagomedov confronted Lobov a second time \u2014 this time with \u201ca gang of people.\u201d Tukhogov was there, backing Nurmagomedov up, screaming, \u201cLet\u2019s go, one-on-one,\u201d Lobov says. The UFC almost booked a bout between Lobov and Tukhogov, but canceled those plans after the Nurmagomedov vs. McGregor feud exploded into one of the most volatile in UFC history.<\/p>\n<p><img alt=\"BELFAST, NORTHERN IRELAND - NOVEMBER 19:  (L-R) Artem Lobov of Russia celebrates with teammate and UFC champion Conor McGregor after his featherweight bout against Teruto Ishihara during the UFC Fight Night at the SSE Arena on November 19, 2016 in Belfast, Northern Ireland.  Lobov defeated Ishihara by unanimous-decision. (Photo by Brandon Magnus\/Zuffa LLC\/Zuffa LLC via Getty Images)\" loading=\"lazy\" width=\"960\" height=\"718\" decoding=\"async\" data-nimg=\"1\" class=\"standard-img\" style=\"color:transparent\" src=\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2025\/08\/1971aef0-727b-11f0-9fbe-f513a3e9ac04.jpeg\"\/><\/p>\n<p>Artem Lobov and Conor McGregor were close friends during their UFC rises.<\/p>\n<p> (Brandon Magnus via Getty Images)<\/p>\n<p>Lobov says Tukhogov has \u201cnever looked that brave\u201d in the cage, accusing him of relying on wrestling and \u201ctapping out\u201d under pressure. Outside the cage, though, Lobov points to his opponent\u2019s powerful connections in Russia \u2014 alleged ties to controversial Chechen leader Ramzan Kadyrov \u2014 which make a street fight a foolish proposition to accept. \u201cWho wants that? Let\u2019s do it like real men, one-on-one \u2026 let\u2019s get in the cage and settle it like professional fighters,\u201d Lobov says.<\/p>\n<p>Advertisement<\/p>\n<p>Seven years later, they will.<\/p>\n<p>Meanwhile, Lobov\u2019s old friend McGregor has his own fights ahead of him. He\u2019s teased a political run in Ireland \u2014 something Lobov thinks should be postponed. \u201cHe needs to stop messing [around], get back into the gym, and get fit,\u201d Lobov says. \u201cThe way forward is grappling. Just grapple. It\u2019s fun, it\u2019ll get your body ready for fighting again. He needs his mojo back.\u201d<\/p>\n<p>It\u2019s hard to imagine McGregor taking Lobov\u2019s advice, as he\u2019s recently called Lobov a \u201crat.\u201d<\/p>\n<p>\u201cThis is a different Conor,&#8221; Lobov says. &#8220;I don\u2019t even recognize him.\u201d<\/p>\n<p>Still, Lobov believes if McGregor rededicates himself, it won\u2019t be long before he books the rematch he\u2019s craved since 2018. If McGregor returns to the UFC and secures himself a knockout win, then Lobov is convinced it would lure Nurmagomedov back to the sport too. \u201cKhabib would come back for that fight,\u201d Lobov says. \u201cThe whole world would be talking about [their rematch]. That would be a comeback fight for the ages.\u201d<\/p>\n<p>Though Lobov is resigned to the change in McGregor, he appears to still hope that he changes back.<\/p>\n<p>\u201cI want to see the old Conor back,\u201d Lobov says. \u201cThen, everything will be sweet between us.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Artem Lobov delivered a surprising message for Conor McGregor on Tuesday despite their ongoing multimillion-dollar whiskey war. Lobov&hellip;\n","protected":false},"author":2,"featured_media":47122,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[570],"tags":[40369,64,63,4736,786,785,85],"class_list":["post-47121","post","type-post","status-publish","format-standard","has-post-thumbnail","category-mma","tag-artem-lobov","tag-au","tag-australia","tag-conor-mcgregor","tag-fighting","tag-mma","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/47121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=47121"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/47121\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/47122"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=47121"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=47121"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=47121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}