Conor McGregor’s losses rise as boycotts continue

The UK's largest independent alcohol retailer is the latest to distance themselves from the MMA fighter. 

An array of businesses previously linked to the MMA fighter have dissociated with McGregor after Nikita Hand won a civil rape trial against him last week.

The largest independent alcohol retailer in the UK, LWC Drinks, which supplies to more than 15,000 stores, is the latest group to axe the athlete’s Forged Irish Stout and Proper No. Twelve Whiskey.

Tesco, Musgrave's, and BWG Foods have also delisted the pair of alcoholic drinks.

LWC wrote in a statement: "In light of Friday’s civil court ruling against Conor McGregor, LWC, the UK’s largest independent drinks wholesaler, has taken the necessary legal steps to terminate its agreement to distribute Forged Irish Stout.

"We are consulting with our customers to support them in the replacement of Forged draught taps. LWC does not want to be associated with Conor McGregor or Forged Irish Stout."

Sports sponsorship expert and dean of the University of New England business school in the US, Professor Norm O'Reilly, explained: "Financially, and then [in terms of] future revenue generating, it’s very damaging for him [McGregor].

"I would say for most brands this is now like a hands-off, certainly in the very short term. It doesn’t look good. It’s about images. Image transfer is the core of why sponsorship works."

The professor concluded: "There are many other athletes out there who have a bit of edge who haven’t done something like this to women."

McGregor has been ordered to pay nearly €248,603 in damages following the libel verdict.