Former UFC lightweight champion Khabib Nurmagomedov has concluded a highly controversial digital collectibles auction on Telegram, generating over 347 million rubles (approximately $4.5 million) in a 25-hour sales event that sparked intense backlash across social media.
The auction, organized in partnership with Telegram founder Pavel Durov, ran from November 22 at 8:00 PM Moscow time through November 23, ending at 9:05 PM. It featured digital gifts depicting Nurmagomedov’s iconic papakha (the traditional fur hat from Dagestan that has become synonymous with the retired champion’s identity).
According to reports from Telegram channel “MK in Dagestan,” approximately 29,000 digital papakhas were sold at an average price of 10,100 stars each, with each star valued between 1 to 2 rubles.
The promotional video for the initiative struck an emotional chord, featuring Nurmagomedov reflecting on his late father’s legacy.
“You see? You understand? My father passed this down to me. Now I pass it to them. Even online, we can share what matters. Telegram Digital Collectibles. Pass it on.”
Nurmagomedov also promoted the auction with a giveaway on social media, offering eight signed physical papakhas to winners.
“My father passed this down to me. Now, I want to pass this down to you,”
he wrote, instructing followers to download Telegram, subscribe to his channel and share screenshots of their bids.
However, the international response has been overwhelmingly negative. Critics quickly pointed to Nurmagomedov’s previous endorsements of cryptocurrency projects and NFTs, questioning whether the MMA star needed to commercialize his father’s memory. The comments section across social platforms filled with harsh criticism, with users expressing disappointment that someone of Nurmagomedov’s stature and presumed wealth would engage in such promotions.
This auction followed a successful pilot program on November 15, when Telegram sold out 1,000 copies of a Telegram Plane sticker pack, generating approximately 334.3 million rubles. That earlier auction saw one Belarusian user spend over 1 million stars (equivalent to roughly $21,000) on a single gift.
Despite the criticism, the financial results demonstrate significant demand for digital collectibles within Telegram’s ecosystem. The platform appears to be positioning itself as a major player in the digital goods marketplace, leveraging celebrity partnerships to drive adoption.
The partnership between Durov and Nurmagomedov has extended beyond business, with the two recently engaging on social media about training together.
“Brother, I see you in the gym often. I think it’s time for you to come and work with the brotherhood,”
Nurmagomedov wrote. Durov responded by asking for his location.
The collaboration comes after Durov attended UFC 321 in Abu Dhabi in October, where he met with Nurmagomedov and posed for photographs.
While the auction proved financially successful, it has undeniably stirred controversy about the intersection of athletic legacy, commercial ventures and digital collectibles in an increasingly skeptical market.
