UFC sponsor Reebok quickly distanced themselves from Colby Covington's controversial Black Lives Matter rant.
Covington beat bitter rival Tyron Woodley last weekend with a fifth round TKO in the headline fight of UFC Vegas 11.
But the 32-year-old launched a verbal tirade after his exploits in the octagon, slamming the BLM movement and labelling Woodley a 'communist'.
Reebok, the outgoing apparel sponsor of Dana White's organisation, released a statement to Bloody Elbow.
It read: "Reebok is the uniform provider for the UFC, however we do not sponsor Colby Covington.
We do not agree with the sentiments he expressed, and stand firm in our belief that Black lives matter."
"We do not agree with the sentiments he expressed, and stand firm in our belief that Black lives matter. We stand with athletes and communities who are fighting for change."
In May Reebok clarified their position on the issue in a statement which was addressed 'To the black community'.
It said: "Without the black community, Reebok would not exist. America would not exist.
"We are not asking you to buy our shoes. We are asking you to walk in someone else’s."
The footwear and clothing company were also quick to end their partnership deal with Crossfit after CEO Greg Glassman posted an insensitive tweet referencing George Floyd.
Glassman later resigned after backlash to his tweet 'It's FLOYD-19'.
MMA star Covington can count US president Donald Trump among his fans and the POTUS even gatecrashed a media interview to pass on his congratulations.
Covington is lining up a grudge match with best friend turned rival Jorge Masvidal but his post-fight comments about Woodley made the headlines.
He told the media: "The Black Lives Matter is a complete sham. It’s a joke.
"They’re taking these people that are complete terrorists. They’re taking these people that that are criminals.
"These aren’t people that are hardworking Americans, blue-collar Americans. These are bad people. They’re criminals.
"They shouldn’t be attacking police. If you’re breaking the law and you’re threatening the cops with weapons, you deserve to get what you get.
"Law enforcement protects us all. If we don’t have law enforcement, it’d be the wild wild west.
"[Woodley]’s a communist. He’s a Marxist. He stands for criminals. He hates America, and that’s why he got broke tonight."
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