Recently Khabib Nurmogomedov launch an ad campaign via social media selling digital assets. In the ad, he makes reference to his father who passed away in 2020. The digital “gift” sold 29,000 units making “approximately $4.35 million.”
The Digital “Papakhas,” named after the traditional headwear that he wore to the Octagon were being sold for approximately $150 USD. Essentially, an NFT emoji. Nurmogomedov talks about his father and images of him are shown in the ad.
The auction has ended and all Papakha’s been sold!
— khabib nurmagomedov (@TeamKhabib) November 26, 2025
Appreciate everyone who participated in it, and become a holder of this great and exclusive digital gift, gift with value, that you can share with your friends and loved ones.
Thank you for trust!
Only on Telegram pic.twitter.com/d2cIPhdMJX
Conor McGregor, who just days prior said he had undergone a spiritual awakening in Mexico, returned to social media to call out his nemesis.
McGregor wrote on social media that it was “a shame and stain on his father’s name” for Khabib to sell the digital assets using his father’s name and Dagestan culture. Khabib wrote on social media:
You absolute liar
— khabib nurmagomedov (@TeamKhabib) November 26, 2025
You will always try to darken my name, after you got destroyed that night, but you will never achieve that!
Yes, good guys don’t do that.
They don’t create exclusive digital gifts with real time value, that you can share with your friends and family.
Gifts…
The response actually sounded like a commercial ad for the “digital gift” he was selling. An odd response to McGregor’s accusation.
Khabib then wrote a more direct and personal response using an image from what looks to be their match at UFC 229.
My count is 56 former drug addicts, at my rehabilitation centers in Dagestan, that I treated.
— khabib nurmagomedov (@TeamKhabib) November 26, 2025
Come to Dagestan @TheNotoriousMMA they'll take care of you here.
Mexico didn't help you, as far as I can see. pic.twitter.com/yZBc8gmkob
Payout Perspective:
Multiple things to address including Nurmogomedov’s digital asset sale. For such a conservative individual (as far as we can tell from his public persona), it seems odd that Nurmogomedov would utilize his father for commercial gain. But, its his choice. It’s McGregor’s choice to criticize Nurmogomedov for what many people perceive to be a questionable product the former UFC 155lb champion is selling. We shall see if this longtime feud continues.
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