Conor McGregor appeared to encourage his three-year-old son to punch another child "in the mouth" as they relaxed on the beach.
McGregor shared a video with his 39million Instagram followers of a father-and-son chat with Conor Jr, who it seems had been hit by another child.
The former two-weight UFC champion could be seen showing Conor Jr his medallion, as he said: "That's the McGregor family crown, champ.
"This is the McGregor family crest. It's a lion's head with a crown on it because you are a king, champ. We are kings.
"Bash anyone that says anything, you hear?"
McGregor then asked his son: "Did he hit did you? Where did he hit you? Hit him back. Hit him in the mouth.
"He hit you in the back did he? Aim for the mouth champ. Hit him faster, that's why we train."
McGregor can then be seen kissing his son before saying: "I'm going to give you some boxing training, come on. Hands up."
Meanwhile, McGregor has lashed out at Dustin Poirier in a dramatic escalation of their row over an unpaid donation.
McGregor had promised to donate $500,000 to Poirier's The Good Fight Foundation to help fund a new gym.
But four months after his vow, McGregor has yet to make good on his promise - and was called out by Poirier.
McGregor initially explained he was waiting a detailed plan as to how the money would be spent, but later ramped up his rhetoric.
He ranted: "You’re ripped you inbred hillbilly. Why do you wink with your ears? You f****** brain dead hillbilly. 500k with no plan in place. Ye hang tight. Fool. You must be new to money. The fight is off btw. I’m going to fight someone else on the 10th. Good luck on your old contract kid.
"My team does their due diligence to make sure every donation meets the mark. My generosity is known. You will pay with your brain for this attempt at smearing my name."
McGregor and Poirier are due to clash for a third time on July 10 although the fight has yet to be officially announced.
Poirier signed his contract last month but there has been no confirmation of McGregor doing likewise.
