He may have lost his much-hyped fight with Floyd Mayweather, but to his legion of fans Conor McGregor will always be a winner.
The mixed martial arts star from Dublin took on the unbeaten American in his first ever boxing match in Las Vegas that had millions of viewers from around the world glued to their TV screens.
Mayweather stretched his unbeaten to 50-0 after he stopped McGregor in the 10th round.
However, the blow will be softened as the Irish fighter is believed to have walked away with $100m (£77m) from the bout and his dignity intact.
The T-Mobile Arena was packed with celebrities eager to see the Irishman do battle with Mayweather.
Hollywood royalty such as Bruce Willis, Leonardo Di Caprio, Charlize Theron and Jennifer Lopez rubbed shoulders with fight fans - including former heavyweight boxing champion Mike Tyson.
Back in Ireland, McGregor mania reached fever pitch in his home city, where his local pub The Black Forge Inn, had renamed itself "the home of Conor McGregor".
Publican Liam Flynn said the pub was packed to the rafters, with 250 fans, friends and neighbours rooting for the local hero.
Fan Chris Keogh said even though he succumbed to the unbeaten boxer's brilliance in the 10th round, he wasn't left disappointed.
"I thought the only thing that stopped him from going the full distance was that he just ran out of stamina," he said.
"If he had a bit more training in boxing, he would have gone the whole way.
"I just think he ran out of puff."
He said locals are immensely proud of McGregor - who like himself once worked as a plumber - before he went on to become a household name around the globe.
"He used to work with a guy who works with me. He's kind of one of our own.
"And he's a rich one as well - he just makes a bit more than most plumbers now," he joked.
McGregor - despite the pounding he took from the American - recovered quickly after the fight to go partying with his fans at a night club on the Las Vegas Strip.
He may have been beaten but, he certainly didn't feel like a loser.
"I've quadrupled my net worth in one-half a fight," he said.
Not bad for a "loser".
Meanwhile, singer Imelda May, who sang the Irish national anthem before the fight, apologised to fans for cancelling a gig at the last minute when McGregor invited her to sing.
She said: "I simply felt duty called. I was very honoured and so proud to sing our national anthem to the world."