Conor McGregor was one of the most searched terms in 2015 on Google in Ireland. No surprise really - he had some year.
Of course he and his sport has its detractors. But to be honest, I'm not interested in writing about that one way or another. What interests me from what I've seen over recent months is how loyal his fans appear to be and what further opportunities that offers Conor McGregor for leveraging his "brand value".
We've seen people go to enormous lengths to create their own pieces of Conor McGregor fan art and then have them printed on canvas as framed prints for their room, training gym, etc.
I've put this down to a couple of things he has in his favour. First, he's a winner obviously. Second, he is one smart dresser. Not necessarily my style and obviously he didn't invent the hipster look but he works it pretty well. And thirdly, he has a presence and a verbal style that reinforces his appeal with his fan base.
From what we've seen already Conor McGregor will continue to be a popular figure for fans who want an iconic image of a sporting hero on their wall. Whether you consider that a good thing or bad thing, I'll leave to you.