Speedo, Ralph Lauren and other two sponsors have dropped Olympic swimmer Ryan Lochte following Rio Olympics scandal.
They were followed by announcements from skin care company Syneron-Candela and Japanese mattress maker Airweave.
The move comes after Ryan Lochte, 32, lied about being robbed at gunpoint by a policeman after a night out during the Rio Olympics.
Ryan Lochte, a 12-time Olympic gold medalist, has earned millions of dollars through endorsements.
Speedo, the biggest sponsor of the four, said: “We cannot condone behavior that is counter to the values this brand has long stood for.”
Ryan Lochte said he respected Speedo’s decision, and thanked the company.
“I am grateful for the opportunities that our partnership has afforded me over the years,” the swimmer said.
Ralph Lauren, which has removed some of Ryan Lochte’s images from its website, said its sponsorship of the swimmer had been only for the Rio Games and would not be renewed.
Airweave and Ralph Lauren both stressed that they would continue their support of the US Olympic and Paralympic teams.
Syneron-Candela said: “We hold our employees to high standards, and we expect the same of our business partners.”
Speedo said it would donate a $50,000 portion of Ryan Lochte’s sponsorship fee to the charity Save The Children’s Brazilian operation.
The value of Ryan Lochte’s Speedo sponsorship has not been disclosed. The contract reportedly expires this year after 10 years.
Forbes magazine calculated that in the year of the 2012 London Olympics, Ryan Lochte earned about $2 million in sponsorships from companies such as Gillette, Nissan, AT&T and Gatorade.
Ryan Lochte’s performance at Rio did not reach the heights of his London triumph, but Forbes estimated the athlete’s endorsements would still have been between $1 million-$2 million.
The saga started when Ryan Lochte and three team-mates returned to the Olympic village after a late night out in Rio.
They tried, unsuccessfully, to use the locked toilet at a garage and urinated outside instead.
After first claiming that Ryan Lochte and his three team-mates had been robbed by bogus policemen, Lochte back-tracked and admitted he had, while still drunk, “left details out” and “over-exaggerated some parts of the story”.
Despite the evidence against him, including CCTV footage, he has however denied that he actually lied in his initial account to Brazilian police.
Ryan Lochte’s behavior has been met with disdain in the US and he has been widely pilloried in the US media.
On August 19, the New York Post carried a front-page headline describing him as the “Ugly American”, along with the slogan “Liar, Liar, Speedo on fire”.
Ryan Lochte is one of the most successful swimmers in history, with 12 Olympic medals, and he once had his own reality TV show.
In Rio, Ryan Lochte swam in two events, winning a gold medal in the 4x200m freestyle relay along with team-mate Jack Conger.
