Lochte 'Radioactive' for Sponsors — at Least for Now
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In an apology posted on social media on Friday, Olympic swimmer Ryan Lochte tried to control the damage caused by his discredited tale of getting robbed at gunpoint in Rio. But his image as an endorser might be irreparable, at least in the short term. And for most Olympians, time is of the essence when trying to strike deals in the wake of the games.
“Olympians in general have a shelf life of a couple of months, pre and post the Olympics, and then everyone forgets all about them until the next Olympics,” said Darren Marshall, executive VP at sports marketing agency Revolution. “Lochte just blew his window. He’s radioactive now.”
That said, “In four years’ time, if he wins multiple golds, all this will be forgotten and someone will use him,” noted Mr. Marshall.
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