Athletes in Scandal and Endorsement Deals All civilizations have celebrated the athletic achievements of their most accomplished citizens, from the ancient Greeks contesting the first Olympic Games to the jousting knights of medieval Europe, and societies have typically rewarded their most elite athletes with superior status, financial incentives, and social standing. Within the realm of modern American athletics, our nation's unique blend of personal liberty and capitalistic ambition has long created a class of professional athletes who are revered as heroic figures and who are compensated commensurately. The multi-million dollar guaranteed contracts which are now de rigueur for American athletics are also accompanied by lucrative endorsement deals which are lavished on the most famous players within each sport or league. While the phenomenon of private companies paying athletes to publically endorse products is nothing new, as Babe Ruth proved during his heyday in the 1920's by shilling for everything from cigarettes to candy bars, the advent of television and internet technology has enabled athletes to endorse far more products on a far greater scale than ever before. While the attainment of physical prowess and the pursuit of healthy competition once formed the foundation of athletics in this country, today young athletes in every sport aspire not to win championships, but to secure shoe contracts and television appearances. The relationship between athletes and the companies they represent can be fraught with ethical concerns during the best of times, but as the recent scandals involving Olympic swimmer Michael Phelps, world class golfer Tiger Woods, and acclaimed cyclist Lance Armstrong have proven, the intertwining of athletics and avarice can result in extremely complex ethical dilemmas.

After a British tabloid published photographs in 2009 depicting Phelps in the act of smoking marijuana,...

The breakfast cereal conglomerate Kellogg elected to remove Phelps from its company roster of athlete endorsers in the wake of his marijuana photograph scandal, removing his image from boxes of its Frosted Flakes brand. While Phelps' apparent use of recreational drugs did not constitute a doping or performance enhancement violation, Kellogg spokeswoman Susanne Norwitz issued a statement which asserted that "Michael's most recent behavior is not consistent with the image of Kellogg" (Connor, 2009) as explanation for the company's decision. The loss of his endorsement deal with Kellogg ultimately cost Phelps an estimated $10 million annually, as well as diminishing his appeal to other companies seeking to associate themselves with Olympic athletes during the post-Beijing marketing bonanza. Conversely, Phelps' other sponsors chose to honor their endorsement commitments, with major companies including Speedo, Visa and Omega opting to stand behind the embattled swimming star.
Another widely publicized instance in which major companies distanced themselves from an athlete endorser embroiled in a personal scandal occurred in 2009, when the top ranked golfer in the world, Tiger Woods, was involved in an automobile accident that ultimately resulted in revelations of infidelity. With the lurid details of Woods' multiple affairs making headlines throughout both the business world and the sport of golf, the once highly prized endorser endured significant damage to his public image. Parents who had previously outfitted their children in Tiger Woods branded golf apparel were understandably repelled by…