Artem Lobov shares texts to claim Conor McGregor intended to share Proper 12 profits

Artem Lobov wants to show that he’s prepared for his courtroom duel with Conor McGregor.

Lobov and McGregor are currently embroiled in a legal battle with McGregor over what Lobov alleges are unpaid profits from McGregor’s Proper No. 12 whiskey brand. The brand quickly grew in popularity, bolstered by McGregor’s elevated profile as a former two-division UFC champion and one of the world’s biggest sports stars. McGregor eventually sold his controlling interests to Proximo Spirits in 2021 for $600 million.

In November 2022, Lobov sued McGregor in pursuit of 5 percent of that 2021 sale, claiming that he was integral to the development of the Proper No. 12 idea and brand.

Lobov took to Twitter on Friday to share an alleged text message exchange with McGregor from August 2017 in which McGregor’s team supposedly guaranteed that Lobov would receive a percentage of the profits.

“This fight and this whiskey deal I am going to look after you! You are always there for me brother and I appreciate all your work,” one of the incoming messages read.

Lobov replied, “The whiskey is going to be huge! [McGregor’s manager] Audie [Attar] told me that you are giving me a percentage, thank you very much for that. It’s going to be a massive success!”

A subsequent incoming text read, “Don’t worry ‘bout it my brother!”

Lobov followed that tweet with another stating that it was “an honor for me to help [McGregor] build his biggest business,” tagging Proper No. 12 co-founder Ken Austin and the brand account itself.

It’s unclear exactly what Lobov’s intentions are by sharing the alleged conversation with McGregor, though it appears he believes it will help his case, as he added, “I have full trust in the Irish legal system and look forward to clearing my name in the High Court.”

None of the incoming messages shared by Lobov appear to give any official guarantees and it’s unclear what impact sharing this exchange will have on his case. Lobov has already taken one loss in his legal dealings with McGregor as he failed to secure a Twitter injunction after McGregor directed several insults at him over social media. In fact, Lobov was ordered to pay an undisclosed amount in legal fees, which is to be paid after the Proper No. 12 lawsuit is resolved.

Lobov and McGregor were formerly close friends. McGregor introduced Lobov to a bigger stage when he featured him as a member of his team on season 22 of The Ultimate Fighter, and “The Russian Hammer” eventually developed his own following even as he continued to see mixed results inside the cage. Lobov last competed in July 2021, when he lost a bare-knuckle boxing match to Denys Berinchyk.