Conor McGregor, the former UFC champion and one of the most well-known figures in combat sports, is being dropped by Proper No. 12, the Irish whiskey company he helped create. The announcement came on Tuesday, just days after an Irish court found McGregor liable for the sexual assault of a woman in 2018.
In a statement provided to TMZ, a spokesperson for Proximo Spirits, the parent company of Proper No. 12, said, “Since 2021, Proximo Spirits has been the 100% owner of Proper No. 12 Irish Whiskey. Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.” This marks a significant shift for the brand, which McGregor helped establish in 2018 and whose success has been closely linked to the fighter’s fame and promotional efforts.
In 2021, McGregor and his partners sold their majority stake in Proper No. 12 to Proximo Spirits in a deal reportedly worth $600 million. Proximo Spirits, which also owns Jose Cuervo and other well-known brands, has now decided to distance itself from McGregor in the wake of the court ruling. The decision follows a Dublin jury’s ruling that awarded nearly $257,000 in damages to the woman who accused McGregor of brutally raping and assaulting her in 2018.
The fallout from the court case has not been limited to the whiskey brand. Musgrave, a major retail chain operating more than 1,250 stores, has also announced that it will be removing all drinks associated with McGregor from their shelves. The move comes as part of a growing backlash against McGregor, with many brands reconsidering their associations with the controversial athlete.
Additionally, IO Interactive, the developer behind the popular “Hitman” video game series, announced that it would be removing all McGregor-related content from their products. “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. The decision reflects the broader sentiment among brands that are seeking to distance themselves from McGregor following the court’s verdict.
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The news of these severed ties adds to the growing scrutiny surrounding McGregor, who has faced numerous legal issues and controversies throughout his career.
The Irish fighter, once hailed for his accomplishments in the UFC and his crossover fight against boxing legend Floyd Mayweather, has seen his reputation take significant hits in recent years.
Following the trial, McGregor took to social media to address the situation and apologize to his fiancée, Dee Devlin, for his actions. In a post on X (formerly known as Twitter), McGregor expressed regret for his infidelity while maintaining his innocence regarding the assault allegations. “People want to hear from me, I needed time,” McGregor wrote. “I know I made mistakes. Six years ago, I should have never responded to her outreaches. I should have shut the party down. I should never have stepped out on the woman I love the most in the world. That’s all on me.”
McGregor went on to claim that the events of the night in question were consensual and that witnesses testified under oath to support his version of events. “As much as I regret it, everything that happened that night was consensual and all the witnesses present swore to that under oath. I have instructed my legal team to appeal the decision,” he wrote, signaling his intention to challenge the court’s ruling.
Despite the fallout, McGregor also expressed a desire to move forward with his life and career. “I can’t go back and I will move forward. I am beyond grateful to my family, friends, and supporters all over the world who have stayed by my side,” he continued. “That’s it. No more. Getting back to the gym — the fight game awaits!” McGregor’s statement suggested that he plans to return to training and focus on his fighting career, even as his public image continues to be marred by the recent legal battle.
The decision by Proper No. 12 and other brands to distance themselves from McGregor underscores the far-reaching consequences of the court ruling.
McGregor’s journey from UFC champion and global icon to a figure facing legal troubles and professional setbacks has been a dramatic one, and it remains to be seen how he will navigate the challenges ahead.
As McGregor attempts to rebuild his life and career, the recent events serve as a stark reminder of the impact that off-field actions can have on an athlete’s brand and endorsements.
Once celebrated for his charisma and fighting prowess, McGregor now finds himself fighting to restore his reputation while facing the consequences of his past actions.
