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Proper Twelve

McGregor's whiskey, name-licensing win

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#210How Celebrities Have Made Billions off Their Names1×

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In the moments

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Idea

Celebrity-branded alcohol and on-brand fitness hotels

Sam argues celebrity alcohol is the best name-licensing play because a $50 bottle can be repurchased monthly (citing Conor McGregor's ~$100M Proper Twelve stake). He also pitches that an athlete like Lance Armstrong or Michael Phelps should launch on-brand fitness-focused hotels with branded pools and workout instruction.

“I think alcohol is the best one because you can charge $50 for a bottle of a certain type of alcohol., and there's a chance that someone will want to buy that many times a month. So I think alcohol is interesting.”

Steal thisWhen licensing a name, pick a high-price, high-repurchase product (alcohol) or a category that's genuinely on-brand for the person.

EP 210 · 32:30 · SAM
Read at 32:30
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