The mixed martial artist Conor McGregor originally found the Irish Whiskey brand, Proper 12. As it continues to evolve, the current valuation of the firm has skyrocketed to $700 million and beyond. The mixed martial artist, along with his partners, sold the company for a hefty profit. It propelled him to the $180 million mark of net worth, making him one of the wealthiest men in MMA.

Conor McGregor may have sold his stake in the company, but his love for the alcoholic beverage hasn’t dipped one bit. The superstar is more often seen posing with drinks and a bottle of Proper 12 by his side.

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The 33-year-old recently shared an interesting story about the Whiskey brand on Instagram. Apparently, Proper 12 has made serious headways as the company managed to break into the biggest billboard in Times Square. The famous public destination is located in New York and witnesses the traffic of millions of visitors each year.

This high-traffic, public destination has turned into one of the most compelling markets for advertising. Naturally, it makes it quite a remarkable achievement for any brand to break into. Certainly, Proper 12 has made its dent in the whiskey business by taking over one of the biggest digital billboards available in Times Square.

Conor McGregor isn’t done with UFC, despite finding success in business ventures

The former dual-weight champion is still adamant in the pursuit of yet another UFC world title. ‘The Notorious’ has made it quite clear that he is not ready to step away from the sport and is looking to return to a different weight class. His recent pictures on social media and training sessions clearly suggest his days at 155 lbs are over.

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According to an article by Bleacherreport, during an interview with Bret Okomotto, McGregor voiced his desire to face Kamaru Usman for the welterweight gold upon his return.

He said, “Myself versus Usman for the 170-pound title in my comeback fight is the one I’m eyeballing at the minute. Why cut the weight? I’ve already won the 155-pound title. I got myself to a lightweight frame, but you know, I’m big now, I feel big, I feel strong. I feel healthy, I’ve got good energy. I’m coming back from a gruesome injury. I don’t want to be depleting myself. There should be no need to deplete myself.”

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