Conor McGregor has been found liable for a 2018 sexual assault, leading to significant financial and reputational repercussions, including a $250,000 damages payment, the loss of his association with Proper No. Twelve Irish Whiskey, and the removal of his likeness from various products and retailers.
Conor McGregor is facing some serious blows. In Dublin, a High Court jury found him liable for a 2018 sexual assault, ordering him to pay over $250,000 in damages to the victim, Nikita Hand. This verdict has also taken a toll on his brand image.
Irish news outlet independent.ie revealed that Proper No. Twelve Irish Whiskey’s owners, Proximo Spirits, are severing ties with McGregor. Despite selling the brand in 2021, McGregor remained its prominent spokesperson. He even secured a sponsorship deal with UFC as part of his contract.
Proximo Spirits stated, “Since 2021, we’ve been the 100 percent owner of Proper No. Twelve Irish Whiskey,” adding they won’t use McGregor’s name or likeness in future marketing efforts. The decision comes after reports that major retailers like Tesco and SuperValu will no longer carry McGregor’s alcohol brands.
Interestingly, these retailers haven’t explicitly linked their decision to the civil case verdict. However, The Barry Group mentioned their choice reflects a commitment to customer values. Meanwhile, Rape Crisis Network Ireland urged businesses to drop McGregor’s products following the publicized verdict.
Clíona Saidléar from RCNI emphasized, “Companies profiting from his products should reconsider their alignment with someone found guilty by a civil jury.” She stressed the importance of distancing from McGregor despite the financial impact being minimal for him.
Adding to the fallout, video game publisher IO Interactive announced plans to remove McGregor from its Hitman: World of Assassination release. Previously featured as an adversary to Agent 47, McGregor’s association with the game is ending soon.
The ripple effects of this verdict are evident as more entities choose to distance themselves from McGregor’s tarnished reputation.