Conor McGregor and Proper Twelve part ways after his sexual assault ruling

Conor McGregor, the face of Proper Twelve Irish Whiskey, has officially parted ways with the brand following a recent court ruling. Proximo Spirits, the parent company of Proper Twelve, announced they would no longer feature McGregor in the marketing of their whiskey brand, ending a significant partnership. This decision comes after a jury found McGregor liable for a 2018 sexual assault at a Dublin hotel.

Proximo Spirits Cuts Ties with McGregor

Proximo Spirits confirmed this week that it would no longer use Conor McGregor’s name or likeness in its marketing efforts for Proper Twelve Irish Whiskey. The company has owned 100% of the brand since 2021, following a full acquisition of Proper Twelve. While McGregor was pivotal in the brand’s rise to fame, Proximo Spirits now intends to move forward without his involvement in any promotional efforts.

This shift comes after a civil lawsuit resulted in McGregor being found liable for an alleged sexual assault that took place in 2018 at a Dublin hotel. The victim, Nikita Hand, accused McGregor and his associate, James Lawrence, of assaulting her while she was intoxicated. The jury ordered McGregor to pay approximately $260,000 in damages to Hand. McGregor, however, maintains his innocence and intends to appeal the ruling.

McGregor’s Business Ventures Face Backlash

The decision to cut ties with McGregor marks a significant setback for the fighter’s public image and business ventures. Proper Twelve was one of McGregor’s most lucrative and high-profile business endeavors. The whiskey brand gained international popularity and achieved impressive sales figures. However, with the recent court ruling, Proximo Spirits chose to distance itself from McGregor, following a growing trend of companies reevaluating their partnerships with him.

Along with Proximo Spirits, another company, IO Interactive, also severed ties with McGregor. The creator of the “Hitman” video game series announced it would no longer feature McGregor as a playable character in its games. This series of corporate decisions highlights the growing concern over McGregor’s legal and personal controversies, leading to changes in how businesses view his endorsement value.

UFC’s Silence Amid the Fallout

As McGregor faces mounting legal challenges, the UFC has remained notably silent on the issue. Despite McGregor’s central role in the UFC’s rise to global prominence, the organization has not issued a statement about the recent court ruling. This lack of comment raises questions about the future of McGregor’s relationship with the UFC, especially as sponsorships and brand partnerships continue to be affected by his controversial actions.

A Changing Landscape for McGregor

The fallout from McGregor’s sexual assault case is reshaping his business relationships and public image. With Proper Twelve and IO Interactive both severing ties, McGregor now faces a period of uncertainty regarding his endorsements and business ventures. While he maintains his innocence and plans to appeal the ruling, it’s clear that this legal battle has already begun to impact his brand. The coming months will be crucial for McGregor as he navigates these challenges both inside and outside the ring.