The UFC lightweight champion announced the partnership on Instagram and Facebook, describing it as an honour and thanking those involved in the deal including Interscope Records founder Jimmy Iovine, U2's Bono and hip-hop artist Drake.
It's a beautiful day! I am now officially a @beatsbydre athlete! Shoutout to the great Jimmy Iovine, Bono @U2, and also my brother @Champagnepapi as we began working this deal at his show in L.A. It is an honour for me to join this prestigious team, alongside some of the worlds greatest athletes and musicians. Welcome to the Mac Life. #BEHEARD
A post shared by Conor McGregor Official (@thenotoriousmma) on
McGregor's marketing appeal has grown exponentially since his UFC debut in 2013. Last year he ranked 11th on SportsPro's annual list of the world’s 50 most marketable athletes and was most recently named one of the 100 most influential people in 2017 by Time magazine.
His list of sponsors currently include Monster Energy, Reebok and Bud Light. He has also worked with Rolls Royce, which gave him a custom made car last year, as well as appearing in the popular videogame series Call of Duty.
Humble beginnings. Dangerous intentions. Welcome to the Beats Fam, Champ @TheNotoriousMMA. #BEHEARDpic.twitter.com/7gvbbeLdr1 — Beats By Dre (@beatsbydre) May 26, 2017
For Beats the move reflects the brand's efforts to propel itself deeper into popular culture by partnering with globally renowned athletes across an array of sports for its marketing activations. This has led Beats to work with the likes of Anthony Joshua, Serena Williams, Neymar Jr., LeBron James and Richie McCaw.
The company has partnered with the 28-year-old mixed martial artist at an opportune moment given a massive money fight with Floyd Mayweather appears likely to happen later this year.