In a stunning turn of events for the mixed martial arts star Conor McGregor, two prominent companies have officially severed ties with him after a jury ruled against him in a civil rape case, mandating that he pay nearly €250,000 ($257,000) to the woman who accused him.

Proximo Spirits, the company behind the popular Irish whiskey brand Proper No 12, released a statement confirming that they will no longer use McGregor's name or image in the brand's marketing. This significant decision comes as part of the company's commitment to integrity and responsibility.

A representative for Proximo Spirits stated, "Going forward, we do not plan to use Mr. McGregor's name and likeness in the marketing of the brand, showing the seriousness of the situation."

In addition, IO Interactive, the video game developer known for the Hitman franchise, has also announced the termination of its collaboration with McGregor. The company had previously featured him as a character in its games. Their statement on social media was unequivocal: "In light of the recent court ruling regarding Conor McGregor, IO Interactive has made the decision to cease its collaboration with the athlete, effective immediately. We take this matter very seriously and cannot ignore its implications. Consequently, we will begin removing all content featuring Mr. McGregor from our storefronts starting today."

This backlash follows a court ruling last Friday wherein plaintiff Nikita Hand alleged that McGregor "brutally raped and battered" her in a Dublin hotel penthouse back in 2018. Hand recounted a harrowing ordeal, describing how the alleged attack left her with severe bruising and post-traumatic stress disorder.

Throughout the proceedings, the 36-year-old McGregor maintained his innocence, claiming that their encounter was consensual and that allegations of assault were unfounded. After approximately six hours of deliberation, the jury delivered its verdict, finding McGregor liable for assault.

The ramifications for McGregor extend beyond just these partnerships. The mixed martial arts community is watching closely as sponsors and fans alike are re-evaluating their stance on the fighter in the wake of this disturbing ruling. With his reputation now hanging in the balance, many are left wondering how this incident will impact his future in the UFC and his broader business ventures.

In a world where public opinion signifies everything, McGregor’s journey toward redemption just became a lot more complicated.