Technically, Olympic athletes are amateurs, which is where endorsements come in. An Olympic champion who captures the hearts and minds of millions can then earn millions by appearing in commercials and on Wheaties boxes (or Special K, whatever), and when an Olympian falls from grace, their earning potential drops, too.
That’s what’s happening to U.S. swimmer, 12-time Olympic medalist, and 30 Rock’s favorite “sex idiot” Ryan Lochte, who’s transformed from American hero to American punching bag after it was revealed that he and his teammates weren’t actually held at gunpoint by armed robbers in Rio. Olympics broadcaster NBC has already punished Lochte for the lie by making him explain himself to Matt Lauer, but now one of Lochte’s many sponsors is hitting him where it really hurts—in his Speedo contract: