Conor McGregor’s presence has loomed large in recent months. Now an image of him is doing the same.

UFC officials today hung a massive banner overlooking Dublin’s O’Connell Street, the city’s primary thoroughfare, depicting McGregor (16-2 MMA, 4-0 UFC) engulfed in Irish-colored flames with a tagline that reads “The Fighting Irish.”

McGregor’s SBG Ireland teammates Cathal Pendred, Patrick Holohan and Aisling Daly joined the UFC featherweight for a photo beneath the towering billboard..

Despite boasting a population of a little more than 6 million people – or about the same amount of people who currently live in Tennessee, the 17th-most populated state in the U.S. – Ireland has become a central focus of the UFC. McGregor is quickly becoming one of the sport’s biggest superstars, and July’s UFC Fight Night 46 event was one of the most memorable in the promotion’s 21-year history.

“It’s the way we fight that helps us capture the world’s attention,” Pendred, who was victorious at this past weekend’s UFC Fight Night 53 event, said. “There’s a fighting spirit within the Irish that is unmatched; it comes from our history of fighters. We have strong wills and never give up.”

McGregor is expected to attend this month’s UFC 179 event in Brazil, which features a featherweight title clash between current champ Jose Aldo and top contender Chad Mendes. If Aldo is victorious, UFC President Dana White has suggested McGregor would likely be the next contender for the belt.

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For more on the UFC’s upcoming schedule, check out the UFC Rumors section of the site.