The gloves have come off for UFC superstar Conor McGregor, but not in the way he’s used to. In the wake of a bombshell civil court ruling that found the MMA fighter liable in a rape case, two major companies have severed ties with the embattled Irishman, sending shockwaves through the sports and business worlds.
Proper Twelve Whiskey Ditches McGregor
Proximo Spirits, the company behind McGregor’s Proper Twelve Irish Whiskey brand, was the first to drop the hammer. In a statement to the Irish Independent, a spokesperson revealed that the company will no longer feature McGregor’s name or likeness in any of its marketing efforts.
“Going forward, we do not plan to use Mr McGregor’s name and likeness in the marketing of the brand,” the representative stated bluntly.
– Proximo Spirits spokesperson
The move is a stunning reversal for a brand that was built on the back of McGregor’s brash persona and global fame. Launched in 2018, Proper Twelve quickly became a top-selling Irish whiskey, with McGregor’s involvement seen as a key factor in its success.
Video Game Developer Pulls the Plug
The hits kept coming for McGregor, as video game developer IO Interactive announced that it was ending its collaboration with the fighter, effective immediately. McGregor had recently lent his voice and likeness to the popular Hitman series, playing the role of a professional assassin.
“In light of the recent court ruling regarding Conor McGregor, IO Interactive has made the decision to cease its collaboration with the athlete, effective immediately,” the company said in a statement on X. “We take this matter very seriously and cannot ignore its implications.”
– IO Interactive statement
The company added that it would begin removing all content featuring McGregor from its digital storefronts, drawing a clear line in the sand. The move is a significant blow to McGregor’s brand, which has increasingly expanded beyond the octagon in recent years.
A Verdict with Far-Reaching Consequences
The dominoes began to fall for McGregor last Friday, when a civil court jury in Dublin found him liable for assaulting a woman who had accused him of rape. The accuser, Nikita Hand, alleged that McGregor had “brutally raped and battered” her in a hotel penthouse in 2018, leaving her with severe bruising and post-traumatic stress disorder.
McGregor vehemently denied the allegations, testifying that the encounter was consensual and that Hand had fabricated her story. However, after six hours of deliberation, the jury sided with Hand, ordering McGregor to pay nearly €250,000 ($257,000) in damages.
A Career in Crisis
The verdict and its aftermath mark a stunning fall from grace for McGregor, who was once the most famous and highest-paid athlete in the world of mixed martial arts. The brash, trash-talking Irishman rose to global stardom on the strength of his knockout power and outsized personality, becoming the first fighter in UFC history to hold championship belts in two weight classes simultaneously.
However, in recent years, McGregor’s star has dimmed considerably, both inside and outside the octagon. He has fought just four times in the past six years, losing three of those bouts, including a pair of stoppage losses to his bitter rival, Dustin Poirier.
Outside the cage, McGregor has faced a string of legal troubles and controversies, including multiple arrests for assault and a high-profile dispute with the UFC over his whiskey brand. The rape allegation and subsequent civil trial have only added to the sense that McGregor’s once-invincible aura has been shattered.
An Uncertain Future
As the dust settles on the verdict and its fallout, questions abound about what the future holds for Conor McGregor. At 36 years old, with his best fighting days seemingly behind him and his reputation in tatters, it remains to be seen whether he can mount a comeback, either in the cage or in the court of public opinion.
For now, though, one thing seems clear: the brands that once clamored to be associated with the brash, bold, and seemingly bulletproof McGregor are now running for cover, eager to distance themselves from a fallen idol whose star has well and truly fallen.
Only time will tell whether McGregor can pick up the pieces and rebuild his shattered empire. But one thing is certain: the road ahead will be long, steep, and fraught with challenges, both legal and personal. For a man who once seemed to have the world at his feet, it is a stunning reversal of fortune, a cautionary tale of the perils of fame, fortune, and unchecked hubris.
