Conor McGregor: Smart business or reheated patriotism?

Conor McGregor is a sportsman, a showman, an entrepreneur and on his way to becoming extremely rich, writes Paul Rouse.

It is to state the obvious that he – and his management – understand the business of modern sport and what is required to succeed.

Even those who find the sport distasteful (or struggle to understand it) cannot deny McGregor’s hard work, his exceptional fitness, and his genius for marketing.