A global sports energy beverage championed by Conor McGregor is currently at risk following the UFC star’s conviction for assault against a woman who alleged he raped her.
The sports nutrition brand Bucked Up is ‘assessing our forthcoming actions’ with respect to its ‘corporate ethics’ after Nikita Hand succeeded in her civil lawsuit against the MMA fighter.
McGregor unveiled his ‘Notorious Buck’ energy drink in October, at the same time establishing himself as a brand ambassador for the company through this collaboration.
Bucked Up boasts an international presence, available through Walmart and Amazon, and serves as the official energy drink partner for the Bare Knuckle Fighting Championship, which McGregor co-owns.
The US enterprise is the latest known firm to reevaluate its associations with the 36-year-old fighter, known as ‘The Notorious’, after Ms. Hand triumphed in her claim at the High Court in Dublin on November 22.
At the proceedings, she was awarded damages totaling 248,603.60 euros after accusing McGregor of sexual assault in a hotel penthouse.
A paramedic testified in court, stating she hadn’t witnessed ‘someone so battered’ in a considerable time while examining Ms. Hand the day following the incident.
Tesco and Ocado ceased distribution of ‘Proper No Twelve Irish Whiskey’, which is also endorsed by McGregor, in the aftermath of the jury’s ruling.
Moreover, JD Wetherspoon has removed his Forged Irish Stout from sale across all seven of its pubs in the Republic of Ireland.
A spokesperson for Bucked Up stated: ‘We acknowledge the recent verdict regarding Conor’s legal issues. We uphold the legal process and its conclusions, appreciating the complexities involved.
‘We are meticulously reviewing all facets of the scenario and contemplating our subsequent steps in accordance with our corporate values.
‘Presently, we have no further announcements to provide.’
Notorious Buck is designed with an image of McGregor depicted shirtless and offers flavors such as Irish, apple, and orange. The collaboration was set to expand to include workout supplements and apparel.
Established in 2016, Bucked Up distributes products across 55,000 locations globally. Promoting his new beverage line, McGregor asserted that the partnership was aimed at ‘leaving the competition breathless.’
However, the two-time belt holder now faces the withdrawal of his alcohol-branded products from the marketplaces in the UK and Ireland, including retailers such as Tesco, Wetherspoon, and M & S distributor Ocado.
A representative for the pub chain remarked today: ‘Wetherspoon has opted to discontinue the sale of the product, Forged Stout, at its locations in ROI.’
Leading Irish retailer Musgrave has also declared that McGregor’s merchandise will be withdrawn from shelves. This network comprises SuperValu, Centra, Daybreak, and Mace. Other retailers, including Costcutter and Carry Out, are also anticipated to cease stocking products associated with McGregor.
The businessman, along with several partners, had divested the majority stake in the Proper Number Twelve Irish whiskey brand. Reports indicated he earned over £103 million from the sale to Proximo Spirits in 2021. Nonetheless, he retained a significant role and remains the face of the brand, proclaiming ‘Proper Twelve is my baby for life!’
Video game developer IO Interactive has announced that all content featuring McGregor — who appears as an optional character in the latest Hitman installment — will be eliminated this week.
The webpage for McGregor’s energy beverage has been taken down from Bucked Up’s site, though it remains feasible to purchase a 12-pack of his orange-flavored energy drink as of today.
The promotional imagery on the website does not include cans displaying the likeness of the fighter or others linked to McGregor.
During the court proceedings, Ms. Hand, 35, who lacks an automatic right to privacy, recounted how he forced her onto a bed and assaulted her at a Dublin hotel in December 2018.
She indicated that she felt immobilized and was at one point subjected to a chokehold by McGregor during the incident.
When taking the stand, McGregor maintained that he engaged in consensual relations with Ms. Hand, asserting ‘she never expressed refusal or halted the encounter.’
Ms. Hand, who is also known as Nikita Ni Laimhin, was unsuccessful in her case against another individual, James Lawrence, whom she accused of assaulting her by allegedly engaging in non-consensual sex at the same hotel.
After a duration of eight days dedicated to evidence and an additional three days for closing arguments and the judge’s instructions, the jury deliberated for six hours and 10 minutes prior to delivering their verdict.
McGregor has stated on X that he has directed his legal team to contest the ruling, and his fiancée, Dee Devlin has vigorously defended him on social media platforms while criticizing Ms. Hand.
Following the verdict, Women’s Aid Ireland remarked: ‘We are in awe of the resilience and courage demonstrated by Nikita Hand as she navigated the civil process to seek justice for the violence inflicted upon her by Conor McGregor. We hope that the verdict provides Nikita with a sense of validation and assists in her healing process.’
Metro has reached out to McGregor’s representatives for a statement.
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