Aljamain Sterling has spent years establishing his legacy within the UFC, but his goals reach far beyond the cage. The bantamweight star recently shifted his focus to the $800 billion worth-spirits market, launching Funk Harbor Rum, a premium Jamaican label that symbolizes both his entrepreneurial passion and his family roots. And now, Sterling is now revealing the key figure who helped him navigate the complexities of an $800 billion global market.
On Instagram, Sterling introduced Richard Konigg, a key figure in the brand’s development. In the post, ‘Funk Master’ stated that he could have selected any venture, but rum was the one he was most thrilled to establish. “This is a picture of the man who, with his team, helped bring my tasting notes, and ideologies of an additive and preservative free product to life,” he wrote, thanking Konigg for guiding him through the early stages of creating a premium spirit from scratch.
The partnership resulted in Funk Harbor Rum, a spirit with deep ties to Sterling’s Jamaican roots. The rum is distilled and matured in Jamaica and has no additives or artificial preservatives, which Aljamain Sterling emphasized in his caption as part of his commitment to authenticity. The flagship Funk Harbor Silver has a 43% ABV and mixes sugarcane aromas with tropical overtones.
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It can be sipped neat, on the rocks, or in cocktails. With such creativity behind the product, the bantamweight star credited Konigg for turning his “tasting notes and ideologies” into a polished product that reflected both heritage and craft. Aljamain Sterling’s move follows a road blazed by other sportsmen, but with his own twist.
Conor McGregor, for example, launched Proper No. Twelve in 2018 and generated more than $200 million in just two years. While ‘The Notorious’ relied on star power and aggressive marketing, Sterling’s strategy combines cultural storytelling and authenticity. He is positioning Funk Harbor not only as a drink but also as a celebration of Jamaican identity, providing consumers with both flavor and narrative in an increasingly competitive premium rum market.
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Aljamain Sterling’s path has been about more than business. “This journey has been far from easy, but I’ve learned so much, and we’re growing, all thanks to you!” he told Konigg, admitting that developing a spirits brand is similar to training for a championship fight, as it has been anything but easy. And maybe that’s why he is looking forward to getting that gold around his waist, as he called out Diego Lopes for a title eliminator.
Aljamain Sterling wants a No. 1 contender fight
Aljamain Sterling’s hunger for gold is driving his next move, and he is not hiding who he wants across the cage. Following his decisive victory in Shanghai, ‘Funk Master’ turned his focus on Diego Lopes, the all-action Brazilian who just lit up the main event of Noche UFC with a furious second-round finish against Jean Silva.
Lopes received two bonuses that night, and Sterling wasted no time issuing the challenge: “Winner gets a title shot. Run it.” It’s a callout that makes sense for both men. Lopes is riding a wave of momentum following his chaotic firefight, and Sterling has shown that he can compete with the division’s finest since stepping up from bantamweight.
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His resume already includes landslide victories over Calvin Kattar and Brian Ortega, with his only losses coming against two of the greatest at 145, Movsar Evloev and Alexander Volkanovski. Fans seek a stylistic battle between Sterling’s grappling craft and pressure and Lopes’ unexpected hitting and finishing instincts.
For Sterling, it’s more than just another battle; it’s about being validated in a new weight class. He’s no longer chasing the shadows of his bantamweight title but rather carving out a niche as a featherweight contender. A victory over Diego Lopes would put an end to any lingering doubts about whether the move up was the right choice and put him on the verge of another championship opportunity. So, in Sterling’s eyes, it’s not just a fight; it’s the ticket back to a belt.