Dana White praises Conor McGregor’s ‘incredible’ success with £430m venture

Dana White has heaped praise on Conor McGregor's £430million business venture with Proper No. Twelve Irish Whiskey after bringing his own spirit to the United Kingdom.

The UFC president's love of UK fans and their growing support of the promotion has seen him bring his Howler Head Whiskey to selected stores, which he called a 'no brainer'.

Speaking exclusively to Daily Star Sport, White said: "What Conor did with Proper Twelve is incredible. It's always cool to see the UFC athletes use this platform to have success with their own brands.

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"I got involved in Howler Head through The Rock and Brad Slater and realised that this thing could be huge. It's like nothing else in the market, actually tastes good, and it fits perfectly with the UFC brand."

White's love of UK fans and their growing support of UFC also influenced the decision to bring the spirit across the Atlantic.

He said: "I know how hardcore the UFC fans are in the UK, so bringing Howler Head into this market was a no brainer.

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"The numbers of people on Howler Head social media channels asking when we were going to bring it over was off the charts, so I am pumped to finally pull it off."

White is set to return to the UK in March of 2023 when Leon Edwards' trilogy with Kamaru Usman headlines a PPV card that looks set to take place at the Principality Stadium in Wales.

Speaking to Adam Catterall of BT Sport ahead of UFC 280, Dana said: "We're coming back with the rematch.

"Leon Edwards, in his home country, in England. It's been so long, I'm getting goosebumps telling you this, it's been so long since we brought a big title fight back to the UK.

"We're going to make that card look like this card (UFC 280) and I'm so excited because you know how much I love the fans in England and the UK, I've still got goosebumps, look at my goosebumps, anyway yeah… I'm f***ing pumped!"

Howler Head, an Aged Kentucky Spirit with Banana Flavouring and official partner of UFC, recently launched into the UK and is now available from the Tesco stores nationwide and online, as well as on Amazon and Master of Malt.

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