Micheal Phelps is a classic example of how personal life of a sports superstar can effect their business life. Phelps was discovered to be a marijuana user when a photo was released of him smoking out of a cannabis pipe. After the release of the photo Phelps was suspended from any racing action, and dropped by a few sponsors but kept by many as well. Kelloggs a cereal company whose target market is children dropped their sponsorship with Phelps to dispatch any connection between them and the "weed smoker." But individuals such as Speedo kept the endorsement because their target market was not children who are incorruptible by what their "heroes" are involved in. Similar situation was when Tiger Woods was discovered of having multiple affairs with numerous women. Because of the image these athletes have anything done wrong could be seen as a cancer to the endorcing company. With a tarnished image the company feels that they will be included with supporting the athletes wrong doings. Many companies have dropped enforcement contracts due to unrelated actions by the athletes and will continue to do so if the feel their company will be effected or their name tanished by the outcome.
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