The deal includes McGregor’s October 6 showdown against Khabib Nurmagomedov at UFC 229 at T-Mobile Arena in Las Vegas. The fight is on pace to attract 2.5 million pay-per-view buys, which would shatter the UFC record of 1.6 million buys, White said.

“It’s not hard to do a deal with Conor McGregor because we know what he’s worth,” White said to ESPN.

McGregor has not fought in the circuit for nearly two years. Nurmagomedov claimed the lightweight belt when he beat Al Iaquinta on April 8.

The contract includes a stipulation that McGregor’s new brand, Proper Whiskey, will be a sponsor at every UFC event in which he takes part. The logo for Proper Whiskey will be displayed in the octagon, McGregor said.

“On the canvas,” he said. “On the canvas. Like (Nurmagomedov’s) blood will be on the canvas.”