The encyclopedia · Advertising & PR · Marketing decision · 2009
Kellogg's cut Michael Phelps over a bong photo — the others stayed
A tabloid bong photo cost Phelps his Kellogg's deal — the only sponsor that left — and drew a three-month ban from USA Swimming.
Kellogg's · Michael Phelps (swimmer) · USA Swimming · 2009-02-05
What happened
On Sunday, February 1, 2009, Britain's News of the World published a photo of Michael Phelps — eight months after he won eight gold medals in Beijing — smoking from a bong at a party at the University of South Carolina in November 2008. The picture was syndicated around the world within days.
On February 5, Kellogg's announced it would not renew his contract, which expired at the end of the month. Spokeswoman Susanne Norwitz explained: "We originally built the relationship with Michael, as well as the other Olympic athletes, to support our association with the U.S. Olympic team. Michael's most recent behavior is not consistent with the image of Kellogg. His contract expires at the end of February and we have made a decision not to extend his contract."
USA Swimming suspended him for three months — noting that no anti-doping rule was violated — and Phelps apologized: "I engaged in behavior which was regrettable and demonstrated bad judgment. For this, I am sorry. I promise my fans and the public — it will not happen again." His other sponsors, including Speedo, Omega and Visa, stayed. Kellogg's was the only one that cut him.
Why it happened
- A cereal contract is an image claim aimed at families, and the stated reason was exactly that — the behavior was "not consistent with the image of Kellogg."
- The contract was days from expiring anyway, so declining to extend cost nothing to announce and could not be walked back.
- Every other sponsor stayed with him — the cut was a brand-position choice, not a market reaction.
The lesson
A family-brand endorsement is a claim about the athlete, and one photo can void it — yet only Kellogg's walked, while Speedo, Omega and Visa stayed, and the medals kept coming.
Aftermath
Kellogg's was the outlier: his other sponsors stayed with him, the three-month suspension was the only official penalty, and he returned to win more Olympic golds. The episode became the standard example of one tabloid photo ending one brand deal while the rest of a sponsorship portfolio survives.
Sources
- CNBC — Phelps' Kellogg Deal Won't Be Renewed, 5 Feb 2009 (full Kellogg statement: "Michael's most recent behavior is not consistent with the image of Kellogg"; contract expires end of February)
- CNN — Phelps suspended from competition, dropped by Kellogg, 5 Feb 2009 (News of the World photo 1 Feb; USA Swimming three-month ban; Phelps's own apology)
- Adweek — Kellogg Won't Renew Phelps Contract, Feb 2009 (spokeswoman statement; cereal-campaign context)
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