Conor McGregor’s first words at his post-fight news conference announced he was at the lectern with his own branded whiskey.
It was another sell at the end of arguably the greatest sell in boxing history.
Former five-weight world champion Floyd Mayweather stopped the Irish UFC fighter, who was making his boxing debut, in the 10th round after one of the most hyped fights of all time.
Beforehand, the media pored over every word – racist, homophobic or otherwise. Boxing purists despaired, while the MMA community dreamed their relatively young sport would topple the more established form of combat.
Journalists literally pushed and shoved one another for position at media events. Photographers charged towards the fighters as if they were the Beatles reunited.
It was comical, exciting and at times sickeningly transparent in its core purpose – to make as much money as possible.