Conor McGregor has lost the latest round of his legal fight with a clothing firm founded by a McGregor clan member who could trace his roots back to the first kings of Scotland.
The Ultimate Fighting Championship star applied to register his name as a trademark to sell clothing in Europe.
However, the move was opposed by the McGregor fashion label, which was founded by David Doniger almost 100 years ago and is now owned by a Dutch company.
McGregor applied to register his name in 2017 but, the following year, the McGregor brand won an interim court injunction banning the sale of the Irishman’s hoodies, shorts and sweaters, which bear his signature in huge letters.
The company’s legal team claimed the public might think some products made for the star were part of the McGregor label.
Earlier this year, they succeeded in stopping the 32-year-old from registering the trademark for the sale of clothing, footwear and headgear following a ruling from the European Union Intellectual Property Office (EUIPO).
Dublin-born McGregor’s legal team argued there would be no confusion and their client should have the right to use his name on his goods.
Earlier this month, the EUIPO dismissed the appeal.
The McGregor label’s lawyers said: “Today, the McGregor brand still stands for quality.”
