Companies fire Conor McGregor after sexual assault verdict

Conor McGregor will no longer be the face of the Irish whiskey brand Proper No. 12 after he was found liable in a sexual assault case in Dublin last week.

The actual No. 12, which McGregor helped found in 2018, told the Irish Independent on Tuesday that it would no longer be associated with the former UFC champion. McGregor sold his stake in Proper No. 12 in 2021, but continued to be the public face of the brand.

“As of 2021, Proximo Spirits is 100% owner of Proper No. 12 Irish Whiskey,” the company told the Irish Independent. “We do not plan to use Mr. McGregor’s name or likeness in brand marketing in the future.”

McGregor (35) was found liable by a civil court in a case in which a woman alleged that McGregor had sexually assaulted her in a hotel room in December 2018. The High Court in Dublin ordered him to pay the complainant €248,000, or approximately $257,000. McGregor, who said in court that he had consensual sex with the woman, said he intended to appeal the decision. He has not currently faced any criminal charges related to the case.

Apart from Proper No. 12, video game developer IO Interactive announced that it was breaking off cooperation with McGregor. McGregor was a side character in the company’s Hitman video game.

“In light of the recent court ruling regarding Conor McGregor, IO Interactive has decided to immediately cease cooperation with the athlete,” the company said via X. “We take this matter very seriously and cannot ignore its consequences. As a result, we will begin removing all content featuring Mr. McGregor from our stores starting today.”

A number of retailers have announced that they will be pulling McGregor-related products from shelves in Ireland, including Proper No. whisky. 12 and Forged Irish Stout beer.

A woman in a civil case said McGregor, a former UFC champion in two weight classes, forced her onto a bed, choked her and put her in fear for her life. The next morning she was treated for her injuries by paramedics.

McGregor has not fought in the UFC since 2021. The UFC has not commented on McGregor’s civil case.