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It has begun.

Today via his social media, Conor McGregor labelled Abdulmanap Nurmagomedov — father of Khabib Nurmagomedov — a quivering coward hiding behind fake respect. It marks the first time since UFC 229’s McGregor vs. Khabib was announced that the Irishman has taken a direct shot at his opponent.

Such talk is far from unusual when McGregor prepares for a contest. The biggest star in the sport, McGregor’s talk became notorious during the lead ups to fights with Dustin Poirier, Jose Aldo, and Floyd Mayweather, and he’s subsequently been labelled one of the greatest minds for mental warfare in combat sports history.

With Nurmagomedov, however, McGregor’s first barb seems to be — just as the entire fight itself is — laced with a personal edge. And, with reports a first face off between the two is in the works for September, it’s certainly not the last time we’ll see words traded back and forth.