Conor McGregor’s business ventures are facing a significant setback, as Proper No. 12 Irish whiskey, a key part of his entrepreneurial empire, has announced it will part ways with the UFC star. This development comes on the heels of McGregor being found liable for his involvement in a sexual assault case involving Nikita Hand. Though Conor McGregor maintains his innocence and plans to appeal the decision, the legal troubles are beginning to tarnish his public image.
Proper No. 12, which Conor McGregor has heavily promoted and which played a key role in his commercial success, is now distancing itself from the fighter. The move follows significant backlash from major retailers, including Tesco UK and Ireland, which have opted not to carry the whiskey as long as McGregor remains associated with the brand.
It’s worth noting that McGregor sold his stake in Proper No. 12 back in 2021 to Proximo Spirits, a Mexican-based company, in a deal valued at around $130 million. Despite the sale, Proximo continued to use McGregor in promotional campaigns for the whiskey. However, in light of the recent court ruling, Proximo has stated that it will no longer use McGregor’s name or likeness in future marketing efforts.
“Since 2021, Proximo Spirits has been the 100% owner of Proper No. 12 Irish Whiskey,” the company said in a statement. “Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”
This move by Proximo is not the only blow to McGregor’s brand. Alongside the loss of his whiskey endorsement, McGregor also faced the removal of his cameo from the Hitman 3 video game. In the game, McGregor portrayed ‘The Disrupter,’ a character that players had to eliminate. His removal from the game further highlights the growing consequences of the legal troubles surrounding the fighter.
The loss of these high-profile partnerships comes at a difficult time for McGregor, who has built a significant global brand over the years. As the appeal process continues, the outcome will determine how he rebuilds his reputation and business interests after these setbacks.
