10 Times Athletes Betrayed Their Sponsors
When athletes betray their sponsors, it can cost them millions and damage their reputations irreparably. Here’s a look at ten times athletes’ personal actions destroyed their brand deals and sent sponsors scrambling to cut ties.
Ronaldinho & Coca-Cola (2012)
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A press conference meant to highlight Ronaldinho’s talents turned into a disaster for both the footballer and his sponsor. While representing Coca-Cola, he was seen drinking Pepsi, a direct competitor of Coca-Cola. Coca-Cola wasted no time terminating his $750,000-a-year contract, calling the incident the “straw that broke the camel’s back.” It was a massive hit to Ronaldinho’s endorsement portfolio.
Michael Jordan & Gatorade/Coca-Cola (1990s)
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At the 1992 Barcelona Olympics, Michael Jordan found himself caught between two major sponsors: Nike and Reebok. As part of the “Dream Team,” Jordan was supposed to represent Nike, but he draped an American flag over his shoulder during the medal ceremony to cover the prominent Reebok logo on his uniform. This move was done to avoid violating his contract with Nike.
Usain Bolt & Puma/Adidas (2012)
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Usain Bolt wore a pair of custom-designed shoes that many believed were from Adidas during his celebratory victory lap at the 2012 London Olympics. Since Puma was his primary sponsor, this caused a brief stir. Puma quickly clarified that the shoes were indeed theirs, but the incident showed how closely brands monitor their athletes.
Lance Armstrong & Nearly All Sponsors (2012-2013)
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The most significant betrayal of them all was Lance Armstrong’s doping scandal. After years of denying any wrongdoing, Armstrong was stripped of his Tour de France titles, and his major sponsors, including Nike, Trek, and Anheuser-Busch, immediately severed ties with him. Ultimately, Armstrong lost an estimated $75 million in endorsement deals.
Tiger Woods & Accenture/Gillette/General Motors (2009-2010)
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In 2009, Tiger Woods’ personal life unraveled publicly after news of multiple extramarital affairs became public. The fallout was swift, with companies such as Accenture, AT&T, and General Motors severing ties with the golfer. Nike, however, continued to support him, though they significantly reduced the value of his endorsement deal.
Shaquille O’Neal & Various Brands (Early Career)
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In the early days of his career, Shaquille O’Neal didn’t always pay attention to the conflict of interest in his endorsements. He was known to promote both Nike and Reebok products, which could create issues for the brands. While this didn’t lead to major sponsorship losses, it was a lesson in the importance of exclusivity. Over time, Shaq learned the value of managing his brand more carefully.
Latrell Sprewell & Nike (Late 1990s)
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Latrell Sprewell’s violent incident with his coach, P.J. Carlesimo, in the late 1990s resulted in immediate action from Nike. The company, which had a deal with the NBA star, quickly dropped him. For Sprewell, it marked the beginning of the end for his lucrative endorsement deals.
Maria Sharapova & Nike/Porsche/TAG Heuer (2016)
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When Maria Sharapova tested positive for meldonium, a banned substance, in 2016, her sponsors were quick to react. Nike, Porsche, and TAG Heuer suspended or terminated their contracts with the tennis star. Although some deals were eventually reinstated, the initial fallout was rapid and damaging.
Ryan Lochte & Speedo/Ralph Lauren/Gentle Hair Removal (2016)
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Ryan Lochte’s fabricated story about being robbed at gunpoint caused massive damage to his reputation at the 2016 Rio Olympics. Speedo, Ralph Lauren, and Gentle Hair Removal quickly cut ties with the swimmer. The fabricated tale cost Lochte millions in endorsements.
A.J. McCarron & Pepsi (2014)
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Before his NFL career even started, A.J. McCarron found himself caught in a small but telling incident. A photo of him wearing a Gatorade towel surfaced, even though he was rumored to have a deal with Pepsi. This small mistake became a talking point.
Michael Phelps
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It was 2009, and a photo of a famous athlete smoking a bong at a party caused havoc worldwide. We’re talking about Michael Phelps, who found himself in hot water after Kellogg’s decided not to renew their sponsorship with him, though it was a decision based more on the timing of his contract’s expiration rather than a direct fallout from the scandal. Meanwhile, major brands like Speedo, Visa, and Subway stood by him, and he continued to thrive in the endorsement game.
Rashard Mendenhall
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In 2011, Rashard Mendenhall sparked controversy with tweets criticizing the celebration of Osama bin Laden’s death. The backlash was swift, with Champion pulling its sponsorship deal with the NFL running back. Mendenhall eventually sued Hanesbrands, the company behind Champion, for ending the contract early, but they reached a settlement.