It's past that now. His liquor is everywhere and people will buy it not even knowing who Conor McGregor is. He's doing a good job promoting it in every major combat sport event including all the recent major boxing fights. His business will run regardless if he's fighting or not. That's why it was a smart business move. His popularity and promotion during fights was for the initial push, but now it's running on it's own. You don't get into the whiskey business at the speed and rate his company did and just think it's going to lose it's placement if Conor stops fighting. It's global now. Plus they can always use it to sponsor/promote other active fighters, celebrities, or other sports stars in the future. So it doesn't just have to be tied to just Conor's fighting career. Just like all the other beer and liquor companies sponsor other celebs, sports stars, fighters, etc to promote their business.