Kellogg Co. will not renew its endorsement deal with Olympic champion Michael Phelps because he acknowledged inhaled from a marijuana pipe.
The 23-year-old swimming star has apologized for his "regrettable" behavior and "bad judgment" after a photo appeared on Sunday in the British tabloid News of the World that showed Phelps with a marijuana pipe during a November party at the University of South Carolina.
Most of his major sponsors, such as Visa Inc., Speedo, luxury Swiss watchmaker Omega and sports beverage PureSport's maker Human Performance Labs, stood by the athlete following the news, even if they didn't condone his behavior.
But Michigan-based cereal and snack maker Kellogg said Phelps' behavior was "not consistent with the image of Kellogg."
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