For Phelpsy, The Bong Rips (his endorsements to shreds) At Midnight

By Matt Van Hoven 

When the news of Michael Phelps’ devious ways first emerged, we were all taken aback that none of his endorsement deals went out the window. But yesterday that changed when the Kellogg cereal brand chose not to renew his contract in February &#151 or the USA Swim Team’s which ended in December, 2008.

So. Not. Buying. The U.S. Swim Team was at its peak (fame wise) following the Olympics, and it really wouldn’t make sense for Kellogg to re-up those contracts now that we’re all back to not caring about swimming again. If they were planning to resign the team, they probably would have done so by now, which makes yesterday’s “announcement” feel like Grade A bull poop.

And the same goes for their decision not to re-up Phelps’ contract.

But what is Kellogg’s saying by “dropping” Phelps? More than anything, that he let them down &#151 that their expectations were for the amazing kid were so high that one morally-gray mistake cost him (potentially) gobs of money. Oh, and that illegal activities are bad.

Via AdAge, “(Kellogg’s) originally built the relationship with Michael, as well as the other Olympic athletes, to support our association with the U.S. Olympic team,” a Kellogg spokeswoman said in a statement. “Michael’s most recent behavior is not consistent with the image of Kellogg. His contract expires at the end of February and we have made a decision not to extend his contract.”

But does it pay for Kellogg’s to care that he smoked (or smokes) marijuana? Only if their target is socially conservative America &#151 because the average consumer may remember that he was on the box, but it’s not like little kids are screaming for the stuff. And if cereal fits anywhere, it’s presumably in the pantries of some portion of America’s weight conscious tokers.

As a wise man once said, “bullshit baffles brains.” Kellogg certainly shoveled a lot yesterday, but keeping quiet and letting the contract expire without notice would have been just fine, too.

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