Meet The Man Behind Conor McGregor’s +$650M Empire (#487)

Added: Aug 24, 2023

Attar recalls the early days of working with McGregor and recognizing his star power and charisma. He emphasizes that McGregor's success goes beyond his athletic abilities and that his engaging personality and captivating interviews have played a significant role in his popularity. The conversation then shifts to the topic of Proper 12, the whiskey brand co-founded by McGregor. Attar explains that the decision to create their own brand rather than accepting a sponsorship deal was a strategic move. They saw an opportunity to disrupt the whiskey market and build brand equity for McGregor, which would ultimately lead to increased earnings and business ventures. The host raises the question of whether fighters in MMA, like McGregor, could follow in the footsteps of boxers like Floyd Mayweather and become their own promoters. Attar acknowledges that the sport is still evolving and that while the UFC has come a long way, fighters should have a larger share of the revenue. He believes that the UFC is building something sustainable, but there is still room for improvement in terms of fighter earnings. The discussion then turns to the trend of celebrity boxing matches, particularly the success of Jake and Logan Paul. Attar acknowledges their ability to generate interest and sell pay-per-views, but also notes that they strategically choose their opponents and are not facing real boxers. He credits McGregor for starting the trend with his fight against Mayweather and believes that there is a market for these types of events. The conversation concludes with a discussion about the potential fight between McGregor and Jake Paul. Attar states that while it is not top of mind at the moment, it is not out of the realm of possibility. He emphasizes that McGregor is focused on his upcoming fight against Michael Chandler, but acknowledges that there is a market for a fight between McGregor and Jake Paul. The host also mentions the possibility of a fight between Elon Musk and Mark Zuckerberg, which has gained attention recently. Attar believes that if Dana White, the president of the UFC, is talking about it, there is a good chance it could happen. He notes that Zuckerberg has been training with professional fighters and seems committed to the idea, while Musk's interest is less clear. Overall, the podcast provides insights into Attar's role in McGregor's success and the business side of MMA. It highlights the importance of branding and strategic decision-making in building successful careers in combat sports.