Conor McGregor has been the face of Whisky brand Proper 12 since 2021. But after McGregor was found liable by a civil jury in a case in which a woman said McGregor sexually assaulted her in a hotel room in December 2018, the whisky brand has decided to drop the former champion effective immediately.
Conor McGregor dumped by Proper No. 12 Irish whiskey empire after sexual assault ruling https://t.co/2zIhyAHutt pic.twitter.com/2yriMfy13V
— New York Post (@nypost) November 26, 2024
“Since 2021, Proximo Spirits has been the 100 percent owner of Proper No. 12 Irish Whiskey,” the company told the Irish Independent. “Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”
The High Court in Dublin ordered him to pay the complainant 248,000 euros, or around $257,000. The verdict is also a blow to McGregor’s political aspirations as he has made comments about running for President in Ireland in 2025.
From bad to worst
The bad news doesn’t stop there for McGregor. Video game developer IO Interactive announced it was cutting ties with McGregor. McGregor had been a side character in the company’s game, Hitman.
“In light of the recent court ruling regarding Conor McGregor, IO Interactive has decided to cease its collaboration with the athlete, effective immediately,” the company said via X. “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.”
This has been one of the ugliest days for McGregor who was revered as one of the most popular fighters of all-time in UFC history. McGregor hasn’t fought in the octagon since 2021 and seems less likely he’ll ever get back in the ring.
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Robert LaMar is a writer for Dice City Sports. You can follow him on X via @RobertLaMar26
