Speedo USA Drops Ryan Lochte's Sponsorship Amid Rio Scandal

August 22, 2016 3:43 PM

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Lochte is working with crisis manager Matthew Hiltzik to repair his public image (and salvage his other deals), but is it too little, too late? According to Jonathan Bernstein, president of Bernstein Crisis Management and author of Manager's Guide to Crisis Management, "Behavior like this makes sponsors, or potential sponsors, seriously question their relationship with any athlete." But it's not necessarily over for Lochte. "You look at other athletes who have done, certainly in their case more embarrassing things, like Lance Armstrong or Tiger Woods, and they paid the price in sponsorships. Lochte has somewhat of a reputation for acting up already, so there's a crisis risk inherent always in sponsoring a celebrity or a celebrity athlete."

After interviews with Today and People, what else can Lochte do? "How he deals with this is going to be more important than the effect of the incident himself," Bernstein tells E! News. "If he deals with it humbly, and honestly from this point on, it'll be a dramatic difference than if he continues ...

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