To mark the launch of EA SPORTS UFC 2, we profile its incredible cover star Conor McGregor...
Most of us were expecting Conor McGregor to do a job on Nate Diaz in much the same fashion as he destroyed Jose Aldo. Unfortunately, rather than landing a killer blow on Diaz's chin, McGregor instead had the breath choked out of him and his dreams - for now - shattered.
But this unexpected tap out doesn't diminish McGregor's achievements over the past few years, nor does it affect his status as arguably the most talked about sports star on the planet right now. And that box office value is why, come later this month, he'll be the big draw on the cover of EA SPORTS UFC 2.
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That's because his story is a pretty amazing one. Three years ago McGregor was an out of work plumber living off 180 euros a week from social welfare.
Fast forward to 2016 and the charismatic Dubliner is UFC featherweight champion. He's also paid at least $500,000 just to show up for fight nights that generate cash and controversy only Floyd Mayweather can eclipse.
McGregor's rise makes Rocky look genuine - but even Balboa didn't get on the cover of a much sought after game. This real-life rags to riches man has managed just that, though, and he features on the cover of EA SPORTS UFC 2; a game that packs a punch so realistic you'll basically feel like McGregor is grappling you on the sofa.
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But it's a modern-day success story built on three things besides
innate talent and hard work in the gym.
Incredible confidence, charisma and a small support group that were loyal long before convertibles and sharp suits became the norm have all played their part in a whirlwind rise to the top of the world's fastest-growing sport.
THE RISE
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A talented young martial artist with trash talk to match The Rock or Muhammad Ali, McGregor saw the UFC expanding across the globe and made a bold move. McGregor didn't just join the company, he became their headline act.
The 27-year-old arrived in the UFC as a pint-sized prospect back in 2013, making his debut in Stockholm, Sweden on a show watched only by the most passionate MMA fans.
McGregor got the call because of the buzz generated in his homeland, which led to Irish fans hounding UFC president Dana White about a man he'd never seen fight. Seven devastating wins have followed, six by knockout and four in the very first round. McGregor's entire UFC run from contender to champion has seen him spend less than 40 minutes in the Octagon.
Before pay-per view earnings and sponsorship deals with Reebok, Bud Light and Co McGregor has earned an absolute minimum of $1,772,000. Not bad for the equivalent of less then half a Premier League game.
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THE NOTORIOUS
"We're not here to take part, we're here to take over," McGregor said to a sold-out o2 Arena in Dublin after winning his first main event match against Diego Brandao in July 2014. At the time it was seen as a throwaway comment, but now it looks like pure genius.
McGregor uses mind games better than a Quentin Tarantino monologue to get in his opponents' heads, that's what makes him special. He's earned a reputation for calling exactly how and when his fights will finish, much like his hero Ali.
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Months before his featherweight title showdown with Jose Aldo, a champion unbeaten in 10 years, McGregor told the Brazilian legend he'd be knocked out cold in the first round.
A worldwide media tour to promote the fight would be seen as a burden by most fighters, precious time better spent training or sparring. McGregor used the extended time with Aldo brilliantly, undoubtedly affecting his mindset.
When fight night arrived Aldo charged forward from the first bell like a Street Fighter character, walking flush onto a straight left that knocked him unconscious before his head bounced off the canvas. McGregor ended a decade-long run of 15 straight wins in just 13 seconds, all with a single punch.
It was this crushing blow that earned McGregor his spot alongside Ronda Rousey on the cover of EA SPORTS UFC 2, with this bout against Aldo having been billed as the 'Fight For The Cover'. And it only seemed right that his name rather than Aldo's was up in lights.
McGregor doesn't just bring the circus to town, he tames the lions, breathes fire and finishes with a firework show for good measure.
CASH TO MATCH THE FLASH
"I'm living the whatever the f*** I want life," McGregor said
recently in an interview with SevereMMA.
He's built a persona around that mantra which includes tailored suits, snakeskin shoes that need their own passport and an ever-growing fleet of the world's fastest cars.
McGregor's car collection would fit in on a Fast and Furious film set and includes the recently acquired duo of a Mercedes S500 AMG Coupe, which start at $150,000 for the base model, plus a Lamborghini Aventador worth £280,000.
The 'Notorious' also has a Cadillac Escalade, a Range Rover, a BMW 4 + 5 series, BMW Alpina i8 with scissored doors and Bentley Continental GT.
Eight top of the range sports cars to match eight fights in the UFC.
HOMETOWN GLORY
It's easy to be blinded by the brash talk, bling and tattoos of tigers and heart-eating gorillas, but McGregor is also wildly popular because he hasn't forgotten the family, close friends or fans back home.
He met his girlfriend Dee Devlin eight years ago and they've been together ever since. McGregor openly admits she's quite literally been one of the driving forces behind his success, taking him to the gym when he had no car and only dreamt of UFC stardom.
Conor also has the same coach that started his crazy journey. He still does the bulk of his training just a few miles from his childhood home, with mentor John Kavanagh at the Straight Blast Gym in Dublin.
Kavanagh, a jiu jitsu black belt, once gave a teenage McGregor a final warning after he had been missing from the gym for months.
"I remember calling up to his house that day," John recalls. "He was about 18 or 19.
"I basically gave him an ultimatum, you're in the gym Monday or your fighting career is over.
"On Monday he showed up at the gym. So that's how it's changed his life.
"Thankfully he did it."
John is still in Conor's corner and their relationship is among the strongest in the sport.
McGregor may be one of the best strikers ever to walk in the Octagon, but there are strong allies to cut through the bright lights and the bullshit that have been there since day one.
EA SPORTS UFC 2 is out now. You can buy it here
Featured Image Credit: PA SPORTTopics: SPORT, Conor Mcgregor, GAMING, UFC