Conor McGregor was handed the first defeat of his UFC career at UFC 196 two weeks ago, tapping out to Nate Diaz in the main event of the night.
Before the fight, McGregor was touting himself as the self-professed 'King of UFC' and completely untouchable in the promotion, saying he could do whatever he wanted and that the UFC should just go and create a belt for him to defend at whatever weight he wants.
And then he tapped. Tapped out in the middle of the octagon by a fighter who was chilling in Mexico two weeks earlier, not even properly training. One man who was happy to see McGregor lose wasn't even someone who could ever fight him, Jon Jones.
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"A part of me thinks it's a good thing he was humbled," Jones said via SB Nation's MMA and UFC vertical, Bloody Elbow.
"Right before he lost, he was getting into conversations about fighting anybody, anywhere, saying things like I could beat anybody, any weight class they're in."
Jones then went for McGregor's fans, who he seemed to call deluded for believing that the Irishman was some sort of unbeatable phenom, when - in all actuality - he's just a mere mortal.
"I was getting fans writing me messages asking ‘How would you do against McGregor?’ I was like ‘C’mon guys, you can’t be serious," he said.
"I’m a 220 lb, 9-time world champion. You really think he’d even be a match?’ Some people really believed that he can beat anyone at any weight class”.
“So I’m glad that it happened. It allowed the fans to have that reality check, that alright, maybe that guy isn’t unbeatable — stuff that us professional fighters knew the whole time”.
McGregor will be getting back in the Octagon at UFC 200, facing either Jose Aldo in a rematch or Frankie Edgar - who is trying to talk his way into making a fight happen. With McGregor back at 145, where he's the Champion, it will be interesting to see if he can get straight back in the groove following his first loss in the UFC.
If not, his own personal brand could start shrinking faster than ever.