Tesco is among retailers stopping the sale of alcohol brands linked to Conor McGregor after he lost a civil rape case.
The mixed martial arts star was accused of raping Nikita Hand, who was last week awarded €248,603 (£206,000) after a jury found McGregor assaulted her in a hotel.
A Tesco spokesperson said it was removing Proper No. Twelve Irish Whiskey from sale in stores and online.
McGregor sold his stake in the drink three years ago for a reported £103m, but his image currently still appears prominently on its website.
The 36-year-old fighter also owns the Forged Irish Stout brand.
Major Irish wholesaler Musgrave said alcohol linked to McGregor was “no longer available to our store network”.
It’s understood Costcutter, Carry Out off-licences and a wholesaler to Ireland’s Spar and Londis stores are also removing the products.
Proximo Spirits, which bought Proper No. Twelve Whiskey, has decided to stop using McGregor’s image in its marketing, according to The Irish Times.
The firm behind the Hitman video games is also ending its connection with him.
A character based on McGregor appears in Hitman World of Assassination.
IO Interactive said in a statement: “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.”
Nikita Hand was awarded damages in her case against McGregor. Pic: PA
A solidarity march took place in Dublin on Monday. Pic: PA
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On Monday, McGregor responded publicly for the first time since losing the Dublin court case.
He admitted “mistakes”, repeated his claim that everything that happened that night was “consensual”, and said he would appeal against the ruling.
The post came as hundreds of people in the Irish capital staged a demonstration in “utter solidarity” with Ms Hand.
Participants chanted “stand with Nikita” and “no more fear, no more shaming, we reject your victim blaming” as they carried signs and banners through the streets.