Conor McGregor’s Proper No. 12 Whiskey will be on display as it is the lead advertising sponsor of Saturday night’s huge heavyweight matchup between Tyson Fury and Deontay Wilder.
Per the Sports Business Journal, Proper No. 12 Whiskey co-Founder & CEO Ken Austin stated that the fight will have a “blue-collar/light blue-collar audience, and it just feels organic for us to be the title sponsor.”
In addition to McGregor’s Whiskey, Tecate, U.K. gaming company Betfred and the Sony Pictures Vin Diesel movie “Bloodshot” will be displayed in the ring Saturday night.
Fury was presented a bottle of McGregor’s Whiskey for use after the fight:
Payout Perspective:
At first, I believed that the Proper No. 12 Whiskey Brand wanted to be more of an upscale spirit brand but if you read the comments from Austin, it appears that the new strategy is to be as inclusive as it can be in targeting a large demographic. The fight Saturday night is sure to garner the biggest boxing PPV audience in some time and could edge over 1 million PPV buys. The lead advertiser for this event is a big investment that McGregor’s company hopes pays off.
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