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“The Notorious” Conor McGregor is known as one of the best mixed martial artists (MMA) in the world. Despite his reputation as a loose canon charged with multiple criminal offences, his talent in the ring and ability to draw a crowd are undeniable. Just last month, he ranked #12 in the UFC pound-for-pound rankings and #3 in the UFC lightweight rankings. According to Forbes, the Irishman made US$47 million in the past year through endorsements, side ventures, a base salary of US$3 million, and fight pay of US$30 million. His total net worth is estimated around US$110 million, establishing him as one of the highest-paid athletes in the world.

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Jimmy boy @jameslawrence1122 #stonch

A post shared by Conor McGregor Official (@thenotoriousmma) on Dec 3, 2017 at 5:32pm PST

McGregor isn’t shy with the public about much of anything – and certainly not when it comes to his wealth. “I’m 30 now, say by about 35 I’ll be a billionaire,” he boasted in March. How does McGregor plan to get there? And what does the theatrical fighter plan to spend his fortune on?

Bad whiskey or bad boy whiskey?

Hey guys quick announcement, I’ve decided to retire from the sport formally known as “Mixed Martial Art” today. I wish all my old colleagues well going forward in competition. I now join my former partners on this venture, already in retirement. Proper Pina Coladas on me fellas!

— Conor McGregor (@TheNotoriousMMA) March 26, 2019

Earlier this year, six months after Khabib Nurmagomedov beat him in a title fight in Las Vegas in October 2018, McGregor claimed he was retiring from “Mixed Martial Art”. Fans were dubious about the announcement, however, as he had threatened to retire several times in the past. Some believe that the announcement was a publicity stunt to draw attention to “Proper Whiskey”, the alcohol brand he had just launched. In its first six months, Proper Whiskey sold almost 200,000 cases, amounting to 2.4 million bottles of liquor. McGregor seems to believe that this will help his fortune skyrocket, but according to a reporter at Business Insider who was sent a free bottle, the spirit “tasted like bad whiskey watered down with cheap vanilla extract”. Though it seems to be selling, the quality of the product has been widely criticised on the internet. One Irish bar in Florida went as far as to pour the whiskey down the toilet and publicly call McGregor’s violent behaviour “disgusting”. Only time will tell if this venture adds to McGregor’s fame or shame. A fashionable tough guy

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Along with this cracking Steel Blue 3 piece suit from our collection, make sure and check out the new range of “AM” ties also available. Go ahead, Zoom in on it. What a tremendous range we have now. The full extensive! I am so proud of this work, and so proud of all our team, as now our hard work and effort is being recognized. We are not playing here. This is big business now. Our line is not like the others. In reality, it is like nothing this game has ever seen before! This is high end fashion baby, and we run it now. I know you feel it. I know you feel it, because I feel it. August McGregor baby @augustmcgregor

A post shared by Conor McGregor Official (@thenotoriousmma) on Aug 8, 2019 at 7:58am PDT

In January 2018, McGregor raised eyebrows in the fashion community – beyond the Gucci fur coats or three-piece, custom-made suits he had sported before bouts. The fighter and his tailor decided to launch their own fashion brand under the name of “August McGregor”. The fashion label offers sportswear and modern suiting inspired by McGregor’s bold style. Suits available on the website range from about US$650 to US$1,200. “Fashion is something that I am truly passionate about, and I am excited to share exactly that with my fans by giving them a chance to share my iconic looks,” was how he announced the company’s launch. McGregor’s personal wardrobe includes, but is not limited to, US$2,000 Gucci shirts, a US$920 Louis Vuitton jumper, US$100,000 gold watches, US$1,000 crocodile loafers, and a Gucci mink coat that when paired with the matching ensemble, costs US$150,000. Starting a fashion label and looking the part requires a large investment upfront, and McGregor seems to believe you have to spend money to make money. Riding dirty

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Who’s your daddy son! Hang out that soft top spyder, you are a McGregor.

A post shared by Conor McGregor Official (@thenotoriousmma) on Aug 16, 2018 at 11:37am PDT

“The Notorious” doesn’t only invest his fortune in business ventures. He is known for showing off in a fight – why wouldn’t he show off in every other aspect of his personal life? McGregor is known to spend money on lavish material items beyond clothing. He owns a fleet of luxury cars: three limited edition Lamborghinis, a custom Rolls-Royce Ghost worth more than US$300,000, a Rolls-Royce Phantom Drophead Coupe valued at US$500,000, a BMW, multiple Range Rovers, and more. He also has a sweet ride for his son, Conor McGregor Jnr. While it’s estimated that his collection includes 15 to 20 cars, McGregor’s fleet of vehicles isn’t limited to the road. In 2017, McGregor bought his first yacht, dubbed “The 188” after the euros he once received in welfare cheques before his meteoric rise. McGregor added another US$3.4 million yacht to his collection in January. McGregor mansion

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Remember this my Champion - People will always have an answer for the question they won’t have to answer themselves. Self education must never be our only form of education. But always know it is our best form. Let’s go my Champ champion!

A post shared by Conor McGregor Official (@thenotoriousmma) on Feb 17, 2019 at 1:20pm PST

As his empire expands, McGregor needs somewhere to put all his prized possessions. This summer, the UFC champ bought a US$2 million mansion in Kildare, Ireland. The riverside property, which features full horse-riding facilities, has five bedrooms, six bathrooms, a living room, dining room, kitchen and game rooms. McGregor has been known to buy customised arcade games for his son – each costs US$1,150. The home also has its own gym. McGregor, who had a humble Irish upbringing, is now one of the world’s wealthiest athletes and he isn’t shy about investing and spending money – reminding the world of who he is and where he came from.