‘Proper’ Marketing by a Combat Superstar
Proper Twelve and Conor McGregor: The ‘Face of the Fight Game’ becoming ‘Mr. Whiskey’ and taking a communicational backseat to his product.
Once a welfare-collecting plumbing apprentice, ‘The Notorious’ Conor McGregor rose to pioneering superstardom transcending combat sports. Despite his athletic successes, he would begin to show he is more than just an athlete but now also an already accomplished businessman. Fresh off the second best selling PPV event of all time, McGregor would announce his newest brand: Proper №12 Irish Whiskey.
McGregor is not only the founder but the face of Proper №12, because of this their communication is not only via their own platforms but also those of McGregor: one of the world’s most followed athletes. This fame would cause him to instantly begin to reap the rewards but how has communication grown the fourth highest selling Irish Whiskey brand in under 3 years?
Initial Launch: Liquid Gold
Proper Twelve was initially launched in U.S.A., the primary UFC market, and to McGregor’s loyal Irish following in September 2018. This was timed well as McGregor announced this just ahead of his controversial scheduled title fight with Khabib Nurmagomedov. This fight would go on to be the highest selling event in the history of the UFC, the star of the show? Proper №12 Irish Whiskey.
McGregor's continued promotion of the product expands the audience immensely, from the American late-night talk show audience to the Russian audience following his competitor: a country they would later expand to.
Proper №12’s Continued Embrace of Their Founder and Chief
Still, you cannot look through any Proper №12 promotional material, across all channels, without seeing the Chairman front and centre, continuing the association not only with an iconic athlete but a champion, who doesn't want to be a champion?
Furthermore, on top of regular product announcements and reposts on social media, McGregor adds the incentive of shouting out fans sharing media of his product on both Twitter and Instagram. This engagement allows him to reach a larger audience but also incentivises customers to share their positive experiences.
McGregor’s continued superstardom allowed him to continue to maximise the avenues for getting the word out for his brand. McGregor has not stopped promoting his product on any possible platforms. Whether it be UFC, Conor McGregor or Proper Twelve itself: everything is about Proper №12.
It’s Just Getting Started
McGregor is not the first combat athlete to become the face of a brand that boosted sales: ever heard of a George Foreman Grill? But now, social media means greater capitalisation on the limited careers of an athlete with what could be a generational brand. Today, other combat stars such as Jorge Masvidal are forming partnerships with alcoholic brands, even UFC President Dana White with another whiskey brand!
The successes of McGregor’s Proper Twelve, not to mention media outlet The Mac Life or lifestyle brand August McGregor, can be summarised in McGregor’s own words.
“Everything I do is money.”
