Phelps lands first sponsorship deal since bong photos

by Dan Leahul, Brand Republic 17-Jun-09, 12:25

LONDON - Olympic gold medallist Michael Phelps has signed his first endorsement deal since photos of the swimmer smoking out of a bong were published in February, leading Kellogg's to drop him as its lead spokesman.

Phelps has agreed to a multi-year partnership with H20 Audio -- a manufacturer of mp3 player headphones which can be worn underwater.

Earlier this year Kellogg's ended its endorsement agreement with Phelps after The News of the World published photographs of the world champion swimmer smoking out of a glass pipe.

The cereal manufacturer had signed the deal with Phelps and plastered his face on boxes of Corn Flakes and Frosted Flakes after his record-breaking eight gold medal wins at the 2008 Beijing Olympic Games.

After the photos were released Kellogg's neglected to renew its contract with Phelps, calling his behaviour "not consistent" with its image.

Phelps also received a three-month ban from competitive swimming, handed down from USA Swimming, which withdrew its financial support for him for the duration of the ban.

The H20 Audio campaign launches this summer and features Phelps' image and voice splashed across product packaging, ads and displays at retailers such as Apple Stores, Best Buy and Target.

H20 Audio has similar deals with 11-time Olympic medallist Natalie Coughlin and big wave surfer, Laird Hamilton.

Phelps reportedly earns $5m (£3.1m) a year from endorsements and has a number of agreements with other companies, including Subway, Visa, Speedo, Hilton Hotels and Omega watches.

He is currently training for the 2012 London Games, even though he said in February he was unsure whether he would be competing or not due to the bong controversy.