Telegram's Khabib Papakha NFT Auction Generates $4.3 Million

The messaging giant Telegram recently concluded a significant digital auction, featuring 29,000 collectible digital items styled after the papakha hat famously worn by Khabib Nurmagomedov. This high-profile sale, which took place between November 22nd and 23rd, 2025, generated revenue exceeding 340 million Russian rubles, translating to roughly 4.3 million US dollars. This event marks a pivotal moment in the integration of Non-Fungible Tokens (NFTs) and The Open Network (TON) blockchain directly into the core ecosystem of the messaging platform.

The bidding process unfolded across numerous rounds, utilizing Telegram’s proprietary internal currency, Stars, as the sole method of payment. Telegram introduced the Stars system in June 2024 specifically to facilitate the purchase of digital goods and services within its integrated bots and mini-applications. This strategic move allowed the platform to effectively bypass the standard 30 percent commission fees imposed by Apple and Google on in-app purchases. Furthermore, developers retain the option to convert their earned Stars into Toncoin ($TON) via the Fragment platform, underscoring the deep symbiotic relationship between Telegram and the TON blockchain, which was originally developed by the Telegram team itself.

Telegram's founder, Pavel Durov, highlighted the profound cultural significance of the papakha, noting that the headwear symbolizes tradition and deep respect. He emphasized how this resonates with the cultural importance Khabib himself placed on this element of his Dagestani heritage. For the purchasers, the primary driver was the desire for unique digital ownership, reflecting a broader, accelerating trend within the digital asset space. Industry observers view this auction as an ingenious, zero-direct-cost financing mechanism for Telegram, potentially serving as a major catalyst for future NFT-related activities within the messenger.

The auction structure for the 29,000 digital papakha items was meticulously organized into 290 rapid-fire rounds, with 100 distinct items designated for the top 100 bidders in each segment. The economic design incorporated a refund mechanism for unsuccessful bids, minus a small processing fee, effectively concentrating the 'burn' mechanism on the overpayment amounts. The papakha, a traditional Caucasian head covering, has become an instantly recognizable symbol in Mixed Martial Arts (MMA) circles, largely due to its association with fighters like Nurmagomedov.

This entire undertaking was framed as a crucial test for both Telegram and TON: could a celebrity-focused sale, denominated in Stars, successfully draw millions of UFC fans into on-chain ownership without imposing a complicated Web3 user experience? Despite the clear commercial success achieved, some devoted fans voiced their disapproval, interpreting the event as a deviation from the principles championed by Khabib’s father. Nevertheless, Telegram is pressing forward with its Web 3.0 integration strategy, enabling users to seamlessly transfer their acquired digital 'gifts' onto the TON blockchain, where they transform into fully tradable NFTs.

Founded by the Durov brothers in 2013 and now headquartered in Dubai, Telegram is clearly signaling its ambition to evolve its messenger far beyond simple communication tools. The successful rollout of Stars and the highly publicized auction involving the undefeated champion Khabib Nurmagomedov validates the company’s overarching strategy: transforming its application, which boasts a billion users, into a mainstream entry point for Non-Fungible Tokens.