There's a reason that Conor McGregor is one of the biggest stars in UFC, and it's not all down to his prowess once he gets inside the octagon.
The man also has the knack for marketing himself and landing himself big name fights in the meantime. And when he gets these fights, you know that he is going to make the build-up to the event as over-the-top and entertaining for the fans as possible.
There's not many UFC athletes who would down whiskey in the middle of a press conference, nor get so carried away as to throw a dolly through the window of a coach in a fit of anger.
The Irish fighter's temper definitely gets the best of him sometimes, and his penchant for trash talk tends to go over the line for even some of his ardent fans' tastes, but it has definitely seen him forge a successful career in the sport.
Following UFC 229 last weekend, where his fight against Khabib Nurmagomedov quickly got out of hand, his coach opened up about what went down that night - and even touched upon how his trash talk does him a lot of favours.
John Kavanagh was speaking on Joe Rogan's podcast when he spoke about McGregor's use of trash talk before fights, both as a technique and just as a natural part of his personality:
"Conor's a divider. Some people love it and some people hate it. I'm not really interested in people's opinions, I'm more interested in what is, and what is is that sells fights. There's a reason he's the highest paid guy. That's natural for him to do too, it's not an act.
"It's just part of the game for him, he enjoys it, it's a bit of fun."
"I just thank the Lord Jesus Christ that that man doesn't have the balls to step off that bus, this man would be dead right now," McGregor said at their first press conference, referencing the time he attacked the coach Nurmagomedov was on. "He would be in a box and I would be in a cell and we would not have this great fight ahead of us."
Soon after, he was promising that he'd take down Khabib with a "devastating KO". However, it didn't quite turn out that way. After seeing McGregor's absolute confidence in his ability to beat Khabib prior to the actual event, you would think he's feeling pretty bad about himself right now. But it looks like he's taken the defeat on the chin.
McGregor stayed relatively silent following the fight, even after chaos broke out leading to the arrest of three men. His first tweet said that he was "looking forward to the rematch," and that's not the only statement he's put out there.
In a new tweet, showing McGregor drinking what is likely his trademark whiskey, Proper Twelve, he said: "We lost the match but won the battle. The war goes on."
So, while McGregor was taken out in the fourth round of this fight, it looks like he's got plenty more in him - and sees another fight with Nurmagomedov in his future.