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.

Conor McGregor and Proper Twelve have been linked since the whiskey brand's inception in 2018 – but not any longer. On Tuesday, Proper Twelve-parent company Proximo Spirits announced it will no longer feature McGregor in association with the brand,

UFC star Conor McGregor is no longer associated with Proper No. Twelve Irish Whiskey after being found civilly liable for sexual assault last week.Proximo Spirits, the owner of the whiskey brand, said Tuesday it was dropping McGregor's name and image from the brand.

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.

On Monday, UFC star Conor McGregor was found liable in the assault lawsuit brought against him by Nikita Ni Lamhain, also known as Nikita Hand. In

Conor McGregor faces backlash as Proper No. 12 drops his name and retailers remove his products after a sexual assault ruling.

Conor McGregor has been dropped as the face of Proper No. Twelve whiskey and from the Hitman video game, after being ordered to pay almost €250,000 to a woman who accused him of rape.

Conor McGregor's fiancée Dee Devlin—with whom he shares kids Conor Jr., 7, Croía, 5, Rían, 3, and Mack, 11 months—said their family "stands strong" after his loss in a rape civil case in Dublin.