Conor McGregor's whiskey company is understood to have spent half a million dollars on an ad featuring the Notorious, which aired during Wednesday night's Baseball 'World Series' game 7.
Proper 12 Whiskey aired a commercial on Fox during the game between the Houston Astros and the Washington Generals, with these spots costing an average of $500,000 (€448,335).
The Irish UFC star's brand, which he launched on the eve of his fight with Khabib Nurmagomedov last year, at one point had shops in Ireland banning fans from buying more than two bottles at a time to stop from selling out.
And the Irish Mirror understands that the commercial, which ran for about 30 seconds, featured McGregor sitting on a throne in a blue suit encouraging fans to buy his whiskey and discussing how the spirit was brewed in Ireland.
Industry standards indicate that a 30 second commercial during the seventh game of the World Series, which is a rare occurrence as the series is often settled sooner, costs at least $500,000.
McGregor is due to appear in court on Friday after being charged with assaulting a man in a south Dublin pub earlier this year.
The UFC star will have to either request a trial date or enter a plea after he was remanded on continuing bail at his last court date on October 11.
He is currently in training for a UFC comeback, which is slated for January 18 in the T-Mobile Arena in Las Vegas.
McGregor recently posted a sparring video and training photos to his Instagram.
The former two weight champion's eventual return will come over a year after his crushing loss to Nurmagamedov.
Donald 'Cowboy' Cerrone is believed to be the favoured opponent for McGregor, while there are also rumours that he could face Justin Gaethje.
Irish Mirror have contacted Proper 12 Whiskey for comment.
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