Telegram has generated more than 347 million rubles (about $3.8 million USD) by auctioning licensed digital papakhas—traditional headwear symbolizing Khabib Nurmagomedov’s undefeated UFC legacy. At the event, 29,000 collectible papakhas were sold in the app, each fetching an average of 10,100 Telegram “Stars,” the platform’s native virtual currency. Since each “Star” is worth between 1 and 2 rubles, the auction’s gross revenue reached around 347.2 million rubles. 

This collaboration with Khabib not only celebrates the champion’s cultural roots and sports achievements but also demonstrates the appetite for exclusive digital collectibles among Telegram’s user base. The success illustrates how partnerships with prominent figures can drive platform engagement and introduce novel monetization strategies for messaging services.

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