Khabib is a great fighter but can never really be an ambassador due to his religious views, which are too radical.
It's too bad because if he was a very moderate Muslim (not even sure that exists though), he could be a great ambassador for Russia in general.
But at this point, Caucasians (Chechens, Dagestanis, etc) pass as brutal people that happen to be also amazing at fighting, not very marketable.
Nowhere on wholesome level of GSP, etc.
I mean half the time, Chechens are in the news for example, because they knifed someone to death for no reason or dealt drugs (weird for supposedly conservative Muslims...). Dagestanis are not really different except unlike Chechens they never leave Dagestan.