A hilarious promotion quickly turned violent on Friday after MMA fighter Conor McGregor accidentally knocked out Miami Heat mascot “Burnie” during Game 4 of the NBA Finals, sending him to the hospital.

In what was supposed to be a staged battle between the two to promote pain relief spray TIDL, McGregor was playing Burnie during a timeout in the third quarter and then sprayed the product on him to help with “pain.”

However, McGregor hit the mascot a little too hard (and more than once) – well past the point that TIDL could do anything.

McGregor punched the mascot a second time in the chest and Burnie had to be dragged away by security and medical personnel after hitting the ground.

Several social media videos show McGregor’s hard punch and Burnie’s subsequent departure from the game.

Conor McGregor knocks out the Heat mascot pic.twitter.com/X2t4P7LCS2

— Daily Loud (@DailyLoud) June 10, 2023

Conner McGregor accidentally knocks out mascot after punching him, sending him to the hospital pic.twitter.com/Pj5s3Mtgq0

— lil_kester (@yallmeetjuniorr) June 11, 2023

Conor McGregor just knocked Burnie out pic.twitter.com/w1IdovFhrX

— Dan Le Batard Show with Stugotz (@LeBatardShow) June 10, 2023

TIDL is McGregor’s herbal topical spray that aims to relieve pain quickly through cooling technology.

The athletic reported that the man in the mascot costume was given painkillers at the hospital before being released and that he is “doing fine”.

“It’s the Miami Heat’s toughness that we’re talking about,” said Miami Heat head coach Erik Spoelstra told reporters postgame about Burnie’s incident. “I should have taken the first punch. We won’t reveal who that is, but he’s tough. Take a punch and get back up. Yeah, he won’t miss a moment.”

The Heat will face the Denver Nuggets in Game 5 of the NBA Finals on Monday. The Nuggets lead the series 3-1.