Mazda Motor Corp. won’t stop sponsoring Michael Phelps after the record-breaking Olympic swimmer issued a video apology to Chinese fans for being photographed smoking from a bong.
Phelps was pictured inhaling from a water pipe, commonly used for marijuana, in London’s News of the World on Feb. 1. The 23-year-old American may face a drug charge after admitting that the picture was authentic.
Phelps last month signed a “seven-figure” contract to represent Mazda in China, the biggest deal for a western celebrity in the most populous nation. Mazda joins the majority of Phelps sponsors in supporting the athlete after Kellogg Co., the world’s biggest cereal maker, said it wouldn’t renew its endorsement agreement because of his “recent behavior.”
“We were shocked on learning the news and we regret such behavior,” FAW Mazda Motor Sales Co. — Mazda’s China joint venture — said in a statement today. “But Phelps has since apologized and is determined to learn from his mistake, especially since he apologized to the Chinese public through a videocast.”
In the videocast, addressed in English to “my Chinese friends,” Phelps sought forgiveness for his “regrettable behavior” and said the support of fans in China had lifted him.
“I recently engaged in behavior that was regrettable and not what people have come to expect from me,” Phelps said in today’s videocast distributed to Web sites including Sina.com. “The past few days have been tough for me, but I’ve received support and encouragement online from so many Chinese friends.”
Phelps has visited China regularly in the past four years and cemented his popularity by winning a record eight titles at the Beijing Games in August. He also passed the mark for the most career gold medals by moving to 14.
“This just shows the importance of him maintaining good relationships with his sponsors,” said Chris Renner, president of Helios Partners China, which advises sponsors. “Mazda just signed him up and the timing couldn’t be worse for them. They haven’t completed the ads yet.”
USA Swimming banned Phelps from competition for three months on Feb. 6 and withdrew financial support over the same period, though he didn’t violate any anti-doping rule. The photo was taken at a South Carolina college party in November.
As well as Kellogg saying it wouldn’t renew at the end of this month, Phelps lost a consumer products company as a potential backer after the photo appeared, according to Bob Williams, chief executive officer of Burns Entertainment & Sports Marketing Inc.
‘Greater Glory’
FAW Mazda — a joint venture between Mazda and FAW Car Co. — is among companies sticking with the most successful Olympian in history. Others include Speedo International Ltd., the swimwear unit of U.K.-based Pentland Group Plc; Omega, a Swatch Group AG brand; the sandwich chain Subway; and Blackstone Group LP’s Hilton Hotels.
“We believe that Phelps will adopt a healthy attitude in his return to swimming and create greater glory,” Mazda Motor China said in the statement.
Japanese carmakers including Honda Motor Co., Mitsubishi Motors Corp. and Suzuki Motor Corp. have scaled back sports programs because of the global recession. Hiroshima-based Mazda, the carmaker partially owned by Ford Motor Co., this week forecast a full-year loss for the year ending in March.
Phelps urged China’s youth to learn from his errors and “do the right things.”
‘Lifted Me’
“I’ve had so many great experiences in China over the past few years and have enjoyed learning about your culture and your history,” Phelps said. “But it’s the warmth and forgiveness in the messages I’ve received from China that has really lifted me up over the past few days.”
Phelps, who has never failed a drug test, had run into trouble over substance abuse previously. After winning six gold medals at the 2004 Athens Olympics, he was charged with under- age drinking at a traffic stop in Maryland and sentenced to 18 months’ probation.
“I will learn from these mistakes, train hard and make you proud again,” Phelps said in his address to Chinese fans. “Thanks again for your support and encouragement. I look forward to returning to China soon.”
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