Companies including Irish whiskey brand Proper No. 12 and video game developer IO Interactive are cutting ties with Conor McGregor after he was found liable in a sexual assault case.

An image of Conor McGregor's wife leaving the courtroom after the former UFC champion lost his civil sexual assault case has gone viral.

The face of the UFC and Irish MMA for years, McGregor been met with much backlash following his appearance last Friday in Dublin's High Court, where the civil court jury found McGregor liable for the sexual assault of a woman named Nikita Hand.

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 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, and the jury found him liable for sexual assault, and the MMA star was ordered to pay more than €248,000 in damages to Hand.

Musgrave — a retail conglomerate that includes UK and Irish brands SuperValu, Centra, Daybreak and Mace, among many others — issued a notice to store operators delisting all brands associated with McGregor, including McGregor's famed Proper No. Twelve Irish Whiskey and Forged Irish Stout beverages.

In a moment of reflection, MMA superstar Conor McGregor assumed responsibility as he sought to turn the page on a turbulent chapter.

UFC star Conor McGregor has been removed from a popular video game series in the wake of an Irish jury's decision he was liable in a sexual assault lawsuit. McGregor was Friday found civilly liable after a near-two-week long trial in Dublin.