Proper deal: McGregor sells majority stake in whiskey brand for up to $600M

Conor McGregor is cashing in on his whiskey brand.

The UFC star sold a majority stake of Proper No. Twelve to Proximo Spirits in a long-term deal that's worth up to $600 million for the brand's three co-founders, according to Shanken News Daily. That figure includes the $250 million the team earned in the first two years of its partnership with Proximo, co-founder Ken Austin said.

Proximo Spirits' portfolio includes Jose Cuervo tequila, and it previously had a 49% stake in the Irish whiskey.

"Since introducing this brand with Conor and his partners just two-and-a-half years ago, Proper No. Twelve has been the most exciting brand in the Irish whiskey category," Proximo CEO Mike Keyes said.

McGregor will remain heavily involved in Proper Twelve dealings and promotion.

"Proper Twelve is my baby for life!" McGregor said on his website The Mac Life. "I'm only warming up the barrels here! What I have in store for you all will not only take Proper Twelve to the absolute pinnacle of Irish whiskey, but of all spirits!"