Conor McGregor's whisky company, Proper No. Twelve Irish Whiskey, has been named the official whisky partner of PFL Europe, which will make its debut in March.
All four PFL Europe tournaments will be sponsored by Proper No. Twelve Irish Whiskey as part of a collaboration that encompasses event branding, broadcast advertising, fan engagement, and consumer incentives.
PFL Europe will offer 32 mixed martial artists the chance to battle for $100,000 across four weight divisions. Also, fighters will contend for a seat on the PFL World Roster, which comes with a $1 million season prize for the victor.
"The Professional Fighters League is excited to partner with Proper No. Twelve Irish Whiskey for the inaugural PFL Europe season which kicks off on March 25th in Newcastle."
"The PFL and Proper No. Twelve both look forward to delivering fans the opportunity to experience the best European MMA fighters compete in the PFL's true sport season format with scheduled events in 2023 also to be staged live from Berlin, Paris, and Dublin. More Than A Fight."
Conor McGregor hasn't yet shared his thoughts on the collaboration, though.
Conor McGregor launched Proper No. Twelve Irish Whiskey in 2018, and as a result, the brand is frequently linked to him.
While being the biggest name in mixed martial arts contributed to the brand's legitimacy, "The Notorious" and his financial associates left the project in 2021 after allegedly selling their majority stake to Proximo Spirits for $600 million.