Conor McGregor Dropped by Proper Twelve After Jury Rules in Sexual Assault Case

Conor McGregor’s association with Proper Twelve Irish Whiskey has officially come to an end.

On Tuesday, parent company Proximo Spirits announced it will no longer use McGregor’s name or likeness to promote the brand. This decision follows a jury ruling last Friday that found McGregor liable for a 2018 sexual assault in Dublin.

“Since 2021, Proximo Spirits has been the 100pc owner of Proper No. 12 Irish Whiskey,” the company said in a statement to the Irish Independent. “Going forward, we do not plan to use Mr. McGregor’s name and likeness in the marketing of the brand.”

The jury determined McGregor must pay $260,000 in damages to Nikita Hand, who accused McGregor and his associate, James Lawrence, of sexually assaulting her while she was intoxicated. Hand testified that the incident caused her both physical and emotional trauma. Lawrence was found not liable in the case.

McGregor, who has consistently denied the allegations, confirmed on Tuesday that he plans to appeal the ruling. Despite his legal troubles, the UFC has remained silent on the matter, offering no comment on the verdict or McGregor’s future with the organization.

Proximo Spirits isn’t the only brand cutting ties with McGregor. Just a day earlier, IO Interactive, the company behind the Hitman video game series, announced McGregor would no longer be a purchasable character in its popular franchise.

McGregor’s fall from grace has sparked conversations about the accountability of public figures in the face of legal and ethical scandals. With major sponsors backing away, questions loom over McGregor’s future both inside and outside the octagon.

What do you think about Proximo Spirits’ decision to sever ties with McGregor? Should other brands follow suit, or does he deserve a chance to rebuild his image? Share your thoughts below and join the conversation!