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Conor McGregor vs. Arthur Guinness is going on right now on Facebook, where ‘The Notorious’ has infiltrated a Guinness group to slag its founder and promote his own stout.

Conor McGregor has two battles on the go right now. There’s his comeback fight against Michael Chandler at UFC 303 on June 29th. And then there’s his attempt to claim a chunk of the lucrative 10.64 billion dollar stout market. He’s already succeeded in turning his Proper 12 whiskey into a multi-billion dollar success. Now he wants to do the same with his Forged Irish Stout.

That apparently makes Guinness, one of the oldest and most popular stouts, an enemy. So McGregor did what he does best: he went into enemy territory and he talked some smack. In this case, that meant the Guinness Community group on Facebook.

“There’s a new King in town, long live the King!” McGregor declared in his opening salvo.

“I just dropped in the store house for a quick s—, I hope they don’t mind hahaha greedy robbing bastards!” he wrote in another post. “Arthur Guinness was a rat for a foreign entity. Today his corporation hikes prices every second month out of pure greed. Ask any of your publicans where you drink. They all despise them. Forged Stout is the working man’s drink! Real Stout. Real Prices. See you all cageside, Arthur could never.”

A publican is the person running the pub, so McGregor is basically saying all the small business owners hate the big Guinness corporation for squeezing them with higher prices. Oh, did he mention Arthur Guinness was Unionist scum?

“Don’t forget, Arthur Guinness was a spy for a foreign government hell bent on preventing the freedom of the nation of Ireland to act as a sovereign country,” McGregor wrote in another post. “Upon Ireland’s victory in the war, Arthur was forced at gunpoint to turn his logo, the harp, inward, facing the wall, as the true Harp is the national emblem of Ireland! A country he actively funded against in an attempt to suppress its freedoms and prosperity.”

“Check the harp on your Irish passport, it faces the correct way. Now check the harp on Arthurs door. It is facing inward toward the wall. This was at gun point he was made do this. So if you back this brand, you know what you are backing. It wouldn’t be me anyway. Not ever. FORGED ARMY! Turn that logo to the wall YOU FOREIGN SPYI Ireland! Forged through battle!”

It’s certainly an interesting choice McGregor is making going after Guinness hard like this. It’s pretty much the national drink of Ireland, even according to those who don’t even like stout. But you don’t make headlines playing nice and suggesting there’s enough room in the market for Forged Irish Stout to play second fiddle. Conor didn’t come to take part, he came to take over!

And just like when he released his whiskey, all the connoisseurs will declare McGregor’s product to be swill. But they’ll declare it so loudly that it will act as free advertising. Advertising that adds onto Conor’s own publicity campaign, which he’s clearly running on the back of his upcoming UFC 303 fight.

It’s pretty smart, really. Hopefully he’s training seriously to beat Michael Chandler as well. But make no mistake: when it comes to money this hot war with Guinness represents the real prize fight for McGregor.

Costa released a fiery statement after his disappointing decision loss to Sean Strickland in New Jersey.

Paulo Costa is sick of losing fights on the judges’ scorecard.

“Borrachinha” has had a lot of success outside of the cage over the past few years. He negotiated a new big money contract with the UFC and has gained tens of thousands of new fans through his cheeky social media presence. But when it comes to the actual fighting, it’s been a different story. It took him over a year to actually complete the first fight on his new deal, and he’s now 0-2 after losing decisions to Robert Whittaker and Sean Strickland.

The Whittaker fight was close, and Costa came closest to actually finishing that fight with a massive headkick in the dying seconds of round one. But the Strickland fight at UFC 302 was a slow grind, exactly the fight “Tarzan” excels in. Paulo never managed to get off the backfoot, and cruised to a split decision loss that was unanimous in the eyes of everyone watching.

A day after the disappointing defeat in New Jersey, Costa tweeted a video sharing his thoughts on the disappointing outcome of the fight.

“Yeah, Sean won. I didn’t perform very well,” he said. “I think he didn’t either, but at least he did enough to win, right? This is two losses in a row in three fights, three former champs — Luke Rockhold, Whittaker, and Sean. I won one and lost two.”

“But let me tell you something, I agree with Dana [White] and Joe Rogan, and I will do that — I will bring back the Paulo that takes heads off, to finish the fight. Sorry. I’m not that kind of counter guy. I do better moving forward and trying to finish and look for heads. Sean is so awkward, so different kind of fighter to fight against, it’s difficult. He was teeping me, keep pushing me, keeping me far from him, because he knows the power that I have. And I have the power, so I need to deliver that — and I will do that.”

“I won’t give a f—,” Costa declared. “F— points, or conserving energy, or f— anything about that. I will come to take heads off. And this is who I am, this is the kind of fighter I am, and the fighter who people expect that I perform. So I will do that. F— points, I’ve enough of this. Even the first round that I was 100 percent sure that I won, some people thought I lost. F— them. I will come to take heads off. That’s it. Who I am.”

It’s been a long time since we’ve seen the “Borrachinha” that takes people’s heads off. The last knockout finish from Paulo came all the way back in 2018, when he KO’d Uriah Hall at UFC 226. He was a beast back then, though. That was his fourth UFC knockout in a row, and his tenth consecutive stoppage win. But he’s having some trouble channeling that violence at the upper echelons of the sport.

What do you think, Maniacs? Does Paulo Costa have what it takes to turn things around, or has he lost the fire he had back in 2017 when he was mollywhopping everyone with ease? Let us know in the comments below!