Conor McGregor faces backlash after civil sexual assault case ruling and brands sever ties

Conor McGregor's guilty verdict in a sexual assault case leads to widespread brand withdrawals and public backlash.

Conor McGregor, once hailed as one of Ireland's most famous athletes, is facing intense backlash following a civil court ruling that found him guilty of sexual assault. The case, brought by Nikita Hand, accused McGregor of raping her at a Dublin hotel in December 2018. After a 12-person jury deliberated, Hand was awarded nearly €250,000 in damages. McGregor has since stated his intention to appeal the decision, but the fallout has been swift and significant.

The verdict has led to widespread consequences for McGregor's brand, with numerous retailers in both Ireland and the UK pulling products linked to him from their shelves. Brands that had previously been associated with McGregor, including Proximo Spirits—who acquired his Proper No Twelve whiskey brand in 2021—have announced they will no longer use his image in marketing campaigns. The National Wax Museum in Dublin also removed a statue of McGregor earlier this month.

Once celebrated as a trailblazer for mixed martial arts (MMA) in Ireland, McGregor’s reputation has been significantly tarnished. He rose to fame in the UFC in 2013, quickly becoming a household name with his bold persona and impressive fighting career. However, his off-field behavior, including previous arrests and legal controversies, has increasingly overshadowed his athletic achievements.

Public sentiment in Ireland has shifted dramatically, with some commentators suggesting that McGregor’s image as a patriot and role model has been irreversibly damaged. Following the court ruling, the public’s support for McGregor has diminished, and several Irish businesses have distanced themselves from him. The controversy has also sparked wider conversations about celebrity culture and accountability in Ireland.