The world of sport became frantic on Wednesday, July 16, 2025, when last minute news arose at 4:00 pm +07, revealing that Apple Tim Cook’s billionaire has extended an amazing contract supply of $ 24 million to the legend of MMA Khabib Nurmagomedov. The agreement depends on the undefeated UFC champion to participate publicly in a marketing campaign to promote the latest features and the product line of the Apple iPhone, which will be launched at the end of this year. However, it was the acute response of a single phrase of Nurmagomedov that sent everyone’s shock waves, lighting a storm of reactions and leaving the sports community staggering by the unexpected turn.
Khabib Nurmagomedov, who withdrew from the octagon in October 2020 with an impeccable record of 29-0, remains a world icon known for its domain in the lightweight division and its unwavering principles. Apple’s CEO, CEO represents a bold movement to take advantage of the generalized nurmagomedov attraction for the highly anticipated iPhone 17 series, which promises vanguard’s improvements and an elegant redesign. The experts suggest that the campaign would have the Daguestán fighter showing the durability and performance of the device in sandy ads and full of action, aligning with his reputation as a relentless warrior. The figure of 24 million dollars underlines Apple’s aggressive impulse to eclipse competitors such as Samsung in the Premium smartphone market.
The true bomb came with the Nurmagomedov response, delivered through its management team at 4:10 PM +07: “My honor is not for sale, not even for $ 24 million.” The brief rejection, impregnated with the deeply entrenched values of the fighter, surprised both fans and analysts, given the lucrative nature of the proposal. Known for his devout Muslim faith and his commitment to his roots, the position of Nurmagomedov against the commercialization of his image has resonated widely, causing a wave of admiration and debate. The social media platforms, particularly X, exploded with publications such as “Khabib is a true legend!” And “just reject a fortune for its principles,” reflecting the polarized but passionate response of the sports community.
In Apple, the reaction has been a mixture of surprise and strategic recalibration. The company had opted for the Nurmagomedov global fans base to boost the launch of the iPhone, especially in markets such as the Middle East and Russia, where it enjoys immense popularity. The sources indicate that Apple’s marketing team is now fighting for Pivotar, with potential alternatives that include the Lionel Messi soccer star or NBA icon LeBron James. Cook itself has not yet commented, but rejection marks a rare setback for a corporation accustomed to obtaining high profile endorsements. Apple’s actions slightly fell 0.3% in operations off at 16:15 +07, a small bump that analysts attribute to the uncertainty surrounding the campaign.
The world of MMA, in particular, has accepted the decision of Nurmagomedov as a testimony of its integrity. Both fans and fighters have praised their refusal to bend, and the president of UFC, Dana White, tweeted: “Khabib remains faithful to himself: respect.” The answer has also fed speculation about the future of Nurmagomedov, and some suggest that it could indicate a return to training or a new company aligned with its values, such as its ascent to Eagle FC. Others see it as a statement against the growing commercialization of sport, an issue that has dominated discussions in recent years as athletes face a growing pressure from corporate sponsors.
Nurmagomedov’s rejection involves broader implications for Apple’s strategy. The company has faced criticism for being left behind in AI innovation, and this campaign was seen as a way of recovering the impulse. His refusal could lead Apple to duplicate marketing driven by technology or look for other athletes that align with the spirit of their brand. Meanwhile, sports media, from ESPN to MMA Junkie, have cling to history, with headlines that amplify the shock value of their phrase. The phrase has already generated memes and hashtags, consolidating its place in the annals of the sports tradition.
As the dust sits, all eyes are put in the next Nurmagomedov movement and how Apple will adapt. Will you explain your position or could the doors open to alternative associations that respect your principles? For now, its only sentence has not only rejected an offer of $ 24 million, but has also redefined its legacy, combining the sand of the cage with a powerful position against corporate influence. The sports world looks captivated by a champion who continues to challenge expectations.
