While just about every one of Michael Phelps' big name sponsors has stuck with him this week after an English tabloid published a photo of the 14-time Olympic gold medal winner indulging in a hit off a water bong, at least one has decided that they've had enough.

Earlier today, one of America's most popular and wholesome brands, cereal giant Kellogg Company, the makers of Frosted Flakes, Corn Flakes and Special K, announced that they would not be renewing their contract with Phelps when it expires in February. The reason: apparently being caught on camera smoking a bong is "not consistent with the image of Kellogg." You don't say?

Like a lot of folks, I've thought that the media circus this week over Phelps has been a tad overblown. Then again, it's pretty easy to understand why the people at Kellogg, who declined to confirm just how much they paid to have Phelps' mug grace a couple of hundred million cereal boxes, might decide that sticking by him might cause their brand more harm than good among middle American families.

Cereal Maker Kellogg First Sponsor to Dump Michael Phelps originally appeared on Backporch FanHouse on Thu, 05 Feb 2009 20:45:00 EST . Please see our terms for use of feeds.

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