The sports world was thrown into a frenzy on Wednesday, July 16, 2025, as breaking news emerged at 4:00 PM +07, revealing that Apple billionaire Tim Cook has extended a jaw-dropping $24 million contract offer to MMA legend Khabib Nurmagomedov. The deal hinges on the undefeated former UFC champion publicly participating in a marketing campaign to promote Apple’s latest iPhone features and product lineup, set to launch later this year. However, it was Nurmagomedov’s razor-sharp, one-sentence response that sent shockwaves across the globe, igniting a firestorm of reactions and leaving the sporting community reeling from the unexpected twist.
Khabib Nurmagomedov, who retired from the octagon in October 2020 with an impeccable 29-0 record, remains a global icon known for his dominance in the lightweight division and his unyielding principles. The offer from Cook, CEO of Apple, represents a bold move to harness Nurmagomedov’s widespread appeal for the highly anticipated iPhone 17 series, which promises cutting-edge AI enhancements and a sleek redesign. Insiders suggest the campaign would feature the Dagestani fighter showcasing the device’s durability and performance in gritty, action-packed ads, aligning with his reputation as a relentless warrior. The $24 million figure underscores Apple’s aggressive push to outshine competitors like Samsung in the premium smartphone market.
The real bombshell came with Nurmagomedov’s reply, delivered through his management team at 4:10 PM +07: “My honor is not for sale, even for $24 million.” The succinct rejection, steeped in the fighter’s deeply held values, stunned fans and analysts alike, given the lucrative nature of the proposal. Known for his devout Muslim faith and commitment to his roots, Nurmagomedov’s stance against commercializing his image has resonated widely, sparking a wave of admiration and debate. Social media platforms, particularly X, erupted with posts like “Khabib is a true legend!” and “He just turned down a fortune for his principles,” reflecting the polarized yet passionate response from the sports community.
At Apple, the reaction has been a mix of surprise and strategic recalibration. The company had banked on Nurmagomedov’s global fanbase to boost the iPhone launch, especially in markets like the Middle East and Russia where he enjoys immense popularity. Sources indicate that Apple’s marketing team is now scrambling to pivot, with potential alternatives including soccer star Lionel Messi or NBA icon LeBron James. Cook himself has yet to comment, but the rejection marks a rare setback for a corporation accustomed to securing high-profile endorsements. Apple’s stock dipped slightly by 0.3% in after-hours trading at 4:15 PM +07, a minor blip analysts attribute to the uncertainty surrounding the campaign.
The MMA world, in particular, has embraced Nurmagomedov’s decision as a testament to his integrity. Fans and fighters alike have praised his refusal to bend, with UFC president Dana White tweeting, “Khabib stays true to himself—respect.” The response has also fueled speculation about Nurmagomedov’s future, with some suggesting it could signal a return to coaching or a new venture aligned with his values, such as his Eagle FC promotion. Others see it as a statement against the growing commercialization of sports, a theme that has dominated discussions in recent years as athletes face increasing pressure from corporate sponsors.
Nurmagomedov’s rejection carries broader implications for Apple’s strategy. The company has faced criticism for lagging behind in AI innovation, and this campaign was seen as a way to regain momentum. His refusal might prompt Apple to double down on tech-driven marketing or seek other athletes who align with their brand ethos. Meanwhile, the sports media, from ESPN to MMA Junkie, has latched onto the story, with headlines amplifying the shock value of his one-liner. The phrase has already spawned memes and hashtags, cementing its place in the annals of sports lore.
As the dust settles, all eyes are on Nurmagomedov’s next move and how Apple will adapt. Will he elaborate on his stance, or could this open doors to alternative partnerships that respect his principles? For now, his single sentence has not only declined a $24 million offer but also redefined his legacy, blending the grit of the cage with a powerful stand against corporate influence. The sports world watches, captivated by a champion who continues to defy expectations.
