Four sponsors have dropped disgraced US Olympic swimmer Ryan Lochte, including swimwear manufacturer Speedo and fashion label Ralph Lauren.
They were followed by announcements from skin care firm Syneron-Candela and Japanese mattress maker Airweave.
It comes after Lochte lied about being robbed at gunpoint by a policeman after a night out during the Rio Olympics.
Lochte, a 12-time Olympic gold medalist, has earned millions of dollars through endorsements.
Speedo, the biggest sponsor of the four, said: “We cannot condone behaviour that is counter to the values this brand has long stood for.”
Lochte, aged 32, said he respected Speedo’s decision, and thanked the company.