Conor McGregor will no longer be the face of the popular Irish whiskey brand that he helped create. Proper No. Twelve dropped McGregor after he was found liable in a sexual assault case.

UFC superstar Conor McGregor was found guilty of sexual assault from an incident that occurred with Nikita Hand at the Beacon Hotel in Dublin on December 9, 2018. McGregor was tried in a Dublin High Court,

Conor McGregor, the one-time king of the UFC and a man who transcended the octagon to become a global icon, finds himself facing a reckoning outside the cage. In the wake of a jury ruling finding him liable for a 2018 sexual assault, Proper Twelve, the Irish whiskey brand McGregor helped build, has cut ties with the fighter.