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Proper 12 Ends Partnership With Conor McGregor After Court Verdict

Photo: Conor McGregor / Instagram 

Proper 12 Irish Whiskey has officially cut ties with UFC star Conor McGregor. Proximo Spirits, the company that owns Proper 12, announced the decision this week. McGregor’s name and image will no longer be used to market the whiskey, effective immediately.

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

Proximo bought the brand from McGregor and his partners in 2021 for $600 million but continued to use his name to promote the product.

Photo: Conor McGregor / Instagram 

The decision comes shortly after McGregor lost a sexual assault civil case in an Irish court. Following the verdict, retailers in the UK and Ireland began pulling Proper 12 from their shelves.

In another blow to McGregor’s brand, IO Interactive, the makers of the Hitman video game series, ended their collaboration with him. They plan to remove all McGregor-related content, including a player skin and a game mission.

The UFC and its president, Dana White, have yet to comment on the situation. Source 

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