Conor McGregor’s legal turmoil continues to fuel a series of ongoing fallouts, and it seems there are no signs of it slowing down.
“The Notorious” was found liable by a jury in a civil case at the Dublin High Court for the assault of a woman named Nikita Hand in December 2018. He was ordered to pay €248,000 (approximately $257,000) in damages to the victim.
According to a recent report by the Irish Independent, Proximo Spirits has announced that it will no longer associate McGregor’s name or likeness with any promotional material for the renowned alcoholic brand Proper No. Twelve Irish Whiskey. This decision follows the court ruling against the Irishman.
The former two-division UFC champion launched his alcoholic beverage brand in September 2018, debuting in both Ireland and the United States. Named after the Crumlin neighborhood in Dublin 12, where he was raised, the brand quickly gained traction.
In 2021, it was revealed that McGregor and his business partners sold their majority stake in the company to Proximo Spirits, which already held a 49% share. The deal was reportedly valued at an astonishing $600 million.
Even after the takeover, Proximo Spirits continued to feature McGregor in their promotional materials on social media until today, when they severed ties.
The fallout with Proximo Spirits dealt another significant setback to McGregor’s public image, coinciding with the announcement from several major European retail chains that they would no longer carry products linked to the UFC superstar in the wake of his assault conviction.
IO Interactive, the developers behind the popular Hitman video game series, were the first to cut ties, revealing they would be halting their collaboration with McGregor. Despite his recent addition to the game, they confirmed they would be removing all content featuring the fighter in light of the civil case verdict.
Meanwhile, other businesses connected to McGregor are reportedly facing mounting pressure to sever their ties with his products.
