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

Synopsis

Sam and Shaan interview Audie Attar, longtime MMA manager who represents Conor McGregor and Michael Bisping, about the early UFC days, signing Bisping and McGregor, how McGregor fights get paid, the economics of the Mayweather vs McGregor event, and the build-out of the Proper Twelve whiskey brand from scratch to a roughly $650M exit. They also cover blockbuster boxing appetite and the post-Proper-Twelve adjustment.

Ideas in this episode

• Celebrity liquor / tequila brand

  Audie Attar explains the management and brand-building path behind Conor McGregor's Proper Twelve whiskey, which reached a roughly $650M exit.

• Athlete brand licensing

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

• Niche event business