Conor McGregor is the biggest star in Ireland right now.
The Dubliner, who just lost to Nate Diaz at UFC 196, is arguably one of the most recognisable sportsmen in the world.
The brash, trash talking, big punching featherweight champion has been cashing in on his success with a series of lucrative advertising deals.
Reebok, EA Sports, Game of War and others are queuing up to have The Notorious sell their products.
But there’s one advert that won’t be making an appearance on TV in his native Ireland.
That’s McGregor’s endorsement of America beer Budweiser. Bosses at the country’s state broadcaster RTE are refusing to show the 40-second commercial which McGregor (who apparently doesn’t even drink alcohol) tells people to ‘dream big’.
The reason it has been axed from RTÉ , according to the Sunday Business Post, is that it is in breach of advertising regulations, which prohibit the marketing of alcohol towards children by the use of “heroes of the young”.
McGregor, who went from claiming the dole in Dublin to a multi-million pound UFC fighter, is idolised by a generation of young fans.
RTÉ ‘s Paul Mulligan told the paper: “RTÉ believes it took the correct and prudent action in not approving the commercials for broadcast on its television services.”