Fans have been reacting online after Irish MMA fighter Conor McGregor posted a pair of promotional tweets advertising fast-food giant Burger King.
UFC rival Max Holloway, who has been part of a public spat with McGregor on Twitter recently, was quick to twist the knife.
You went from King of Ireland to King of "chicken"? Looking forward to the two strips meal coming April 7.— Max Holloway (@BlessedMMA) March 5, 2018
PS Shout out to the real fighting Irish. The ones who value whats in heart before whats on waist. Hawaii respects you and welcomes you with open arms https://t.co/kqyiAw3PDY
Many UFC fans used the promotional tweets as an opportunity to question the Dubliner's commitment to the octagon.
The Burger King and yourself are tied when it comes to UFC title defences.— Edward (@MotherGoose64) March 6, 2018
Some criticised the athlete should be promoting a fast food brand.
Hardly a good 'advert' for healthy, clean living.— Duncs (@dunks517) March 6, 2018
Other responses were brief and to the point.
Embarrassing— micheal gaffey (@micheal_gaffey) March 6, 2018
Lame...— Ol' Darty Bastard ♠️ (@DAMAGE180) March 5, 2018
His legion of fans are always on hand to back the fighter up, though.
You know you made it when you got that burger king money #franchise— Anthony Ha (@anthonyha24) March 6, 2018
Never shy of sharing his opinions, McGregor is also in a war of words with rapper 50 Cent after he called the hip-hop star for blocking him on Instagram.
A charity boxing match between the pair has been rumoured and bookmaker BoyleSports have little doubt about who will come out victorious.
The UFC fighter is a 1/500-on shot to beat 50 Cent, who has never boxed. The rapper is a 25/1 outsider.
Aoife Heffron, Spokesperson for BoyleSports said: "50 Cent is a renowned troll, but he may have met his match in Conor McGregor.
"Their feud has been ongoing, but McGregor added fuel to the fire, calling 50 Cent out for blocking him on Instagram, calling the rapper a ‘mad 50-year-old Instagram blocker’.”
"One way to settle things and make money for charity in the process is to meet in the ring for a charity boxing match.
"It will give Conor McGregor another chance at winning a boxing match and offer 50 cent the opportunity to step out from behind the keyboard, however should they go head to head, McGregor is 1/500 to win."