In the ever-evolving world of celebrity endorsements, Conor McGregor’s latest marketing stunt for the energy drink Bucked Up stands as a perfect example of tone-deaf marketing. The MMA fighter’s appearance on promotional materials in supermarkets nationwide raises serious questions about brand partnerships and public image in 2025.
The controversial Bucked Up campaign
Walking through a Stop and Shop supermarket recently, shoppers were confronted with a jarring sight: cardboard displays featuring a bare-chested Conor McGregor promoting Bucked Up energy drinks. The Irish fighter appears with the national tricolor backdrop and a Bare Knuckle Fighting Championship belt draped over his shoulder—despite never having competed in that organization.
The marketing materials proudly describe McGregor as an “MMA champion,” conveniently omitting the “ex” prefix that would more accurately reflect his current status. His signature adorns the cans, which come in green and orange colors evoking Irish patriotism. The product promises to deliver “superior focus” and “mind-body connection” to consumers.
What makes this campaign particularly concerning is what it fails to mention. The promotional materials make no reference to McGregor’s serious legal and ethical controversies, including a November civil court finding that held him liable for sexual assault. This omission represents a striking disconnect between marketing decisions and social responsibility.
The energy drink market is already saturated with competitors, making Bucked Up’s decision to align with such a controversial figure even more perplexing. Despite never cracking the top 15 in nationwide sales, the company has gambled its reputation on a celebrity whose public image has been repeatedly tarnished by disturbing incidents.
McGregor’s pattern of problematic behavior
The fighter’s endorsement of Bucked Up comes against a backdrop of increasingly troubling behavior spanning several years and multiple countries. Consider the timeline of incidents that make this partnership so problematic:
- Found liable in a civil case for sexual assault in Dublin’s High Court
- Faced sexual assault allegations from a woman in Miami following an NBA game incident in 2023
- Recorded physically assaulting an elderly man in a bar
- Used social media to encourage followers to “evaporate” immigrant housing in Ireland
- Recently filmed striking someone in an Ibiza nightclub
These incidents span nearly a decade since McGregor last maintained relevance as a serious athlete. The stark contrast between his public behavior and the image Bucked Up attempts to cultivate speaks volumes about the company’s marketing judgment.
What makes this partnership particularly baffling is that it occurred in 2025, long after McGregor’s reputation had been thoroughly damaged by these incidents. The decision suggests a remarkable disconnect between the brand’s marketing team and public sentiment.
Contrasting athlete endorsements in modern marketing
When examining other athlete endorsements currently visible in American supermarkets, the contrast with McGregor’s problematic partnership becomes even more striking. Consider these examples of more thoughtful celebrity-brand alignments:
| Athlete | Product | Public Image |
|---|---|---|
| Coco Gauff | Wheaties Cereal | Respected tennis star, advocate for social causes |
| Arnold Palmer | Arizona Iced Tea | Beloved golf legend with enduring positive legacy |
| Aaron Judge | Prime Energy Drinks | Clean-cut MLB star with consistent positive reputation |
| Conor McGregor | Bucked Up Energy | Former champion with numerous legal controversies |
Coco Gauff, the world’s number-two ranked tennis player, appears on Wheaties boxes following her second Grand Slam victory. At just 21, she’s already established herself as an eloquent advocate for mental health awareness and social justice causes. Her grandmother broke racial barriers in 1960s Florida education, inspiring Gauff’s own activism.
Even deceased athletes with positive legacies continue to outshine McGregor in the endorsement world. Arnold Palmer, who passed away nearly a decade ago, remains the face of Arizona’s half-tea, half-lemonade beverage. His enduring popularity stems from both his athletic achievements and his reputation for exceptional character and sportsmanship.
Aaron Judge, the New York Yankees slugger, lends his name and number 99 to special edition Prime energy drink containers. At 6’7″ and 280 pounds, the 33-year-old devout Methodist represents the opposite of McGregor’s public persona—consistent, disciplined, and controversy-free.
What the Bucked Up campaign reveals about brand judgment
The decision to feature McGregor prominently in 2025 marketing materials raises serious questions about corporate responsibility in brand partnerships. How could a company approve such a campaign despite the fighter’s well-documented issues? The process likely involved:
- Initial proposal of McGregor as a potential brand ambassador
- Discussion of his name recognition and potential appeal to certain demographics
- Evaluation (or lack thereof) of his controversial history
- Final approval despite abundant reasons for caution
This sequence of decisions reflects a fundamentally tone-deaf approach to marketing in today’s socially conscious landscape. Brands increasingly face scrutiny for their associations, yet Bucked Up appears to have ignored the significant reputational risks involved.
The campaign’s existence suggests either a concerning indifference to McGregor’s past actions or a calculation that controversy itself might drive sales. Either explanation reflects poorly on the brand’s values and understanding of contemporary consumer expectations.
As energy drinks compete for market share through celebrity endorsements, Bucked Up’s partnership with McGregor stands as a cautionary tale of misaligned marketing in an era of increased accountability. The company has effectively tied its product to a figure whose actions have repeatedly demonstrated poor judgment—perhaps inadvertently revealing something similar about their own decision-making process.
- France played a different sport in first half, admits Ireland coach after Six Nations loss - February 8, 2026
- France U20 defeat Ireland U20 in Six Nations tournament opener - February 8, 2026
- France defeats Ireland in Six Nations opener despite uneven performance - February 6, 2026
