In a stunning turn of events, Conor McGregor, the once-invincible UFC superstar, has been dropped by several major sponsors following a sexual assault verdict in Dublin. The fallout from the civil case, in which McGregor was found liable for sexually assaulting a woman in a hotel room in 2018, has sent shockwaves through the sports world and beyond.
Proper No. 12 Whiskey Cuts Ties
Perhaps the most notable sponsor to distance itself from McGregor is Proper No. 12, the Irish whiskey brand he helped co-found in 2018. Despite selling his stake in the company in 2021, McGregor had remained the public face of the brand. However, in light of the court ruling, Proximo Spirits, the current owner of Proper No. 12, has announced that it will no longer associate itself with the fighter.
“Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand,”
a spokesperson for Proximo Spirits told the Irish Independent
The decision marks a significant blow to McGregor’s public image and financial prospects, as the whiskey brand had become synonymous with his persona and was a key part of his business empire.
Video Game Developer Drops McGregor
In addition to Proper No. 12, video game developer IO Interactive has also severed ties with McGregor. The former UFC champion had been featured as a side character in the company’s popular “Hitman” series. However, in response to the court ruling, IO Interactive announced via X (formerly Twitter) that it would be removing all content featuring McGregor from its games, effective immediately.
“We take this matter very seriously and cannot ignore its implications. Consequently, we will begin removing all content featuring Mr. McGregor from our storefronts starting today.”
IO Interactive stated
Retailers Pull McGregor-Related Products
The backlash against McGregor has not been limited to his direct sponsors. Several retailers in Ireland have announced that they will be pulling McGregor-related products from their shelves, including Proper No. 12 whiskey and Forged Irish Stout beer. This move reflects the growing public sentiment against the fighter in the wake of the sexual assault verdict.
The Court Case and Its Aftermath
The civil case that led to McGregor’s downfall stemmed from an incident in December 2018, where a woman alleged that the fighter had sexually assaulted her in a hotel room. According to court testimony, the woman claimed that McGregor forced her onto a bed, choked her, and made her fear for her life. She was treated for injuries the following morning by paramedics.
While McGregor maintained that the encounter was consensual, the High Court in Dublin ultimately found him liable for the assault and ordered him to pay the complainant €248,000 (approximately $257,000). McGregor has stated his intention to appeal the decision, but the damage to his reputation and marketability appears to be done.
McGregor’s UFC Future in Doubt
The sexual assault verdict and subsequent sponsor fallout have raised questions about McGregor’s future in the UFC. The former two-weight champion has not fought since 2021, and the organization has yet to comment on the civil case or its implications for his career. Some insiders speculate that the UFC may choose to distance itself from McGregor, given the severity of the allegations and the potential damage to its brand.
A Fall From Grace
Conor McGregor’s meteoric rise to fame and fortune in the world of mixed martial arts was nothing short of remarkable. His brash personality, quick wit, and undeniable talent in the octagon made him a global superstar and one of the most recognizable athletes on the planet. However, his fall from grace has been equally stunning, with the sexual assault verdict and loss of major sponsorships marking a new low in his tumultuous career.
As the sports world grapples with the implications of McGregor’s downfall, many are left wondering what the future holds for the embattled fighter. Will he be able to rebuild his reputation and reclaim his place atop the UFC, or will the weight of his actions prove too much to overcome? Only time will tell, but one thing is certain: the Conor McGregor story is far from over, and the world will be watching closely to see how this latest chapter unfolds.
