RIO DE JANEIRO, BRAZIL – AUGUST 12: (BROADCAST – OUT) Swimmer, Ryan Lochte of the United States poses for a photo with his gold medal on the Today show set on Copacabana Beach on August 12, 2016 in Rio de Janeiro, Brazil. (Photo by Harry How/Getty Images)

Ryan Lochte’s Wet Hot American Summer: Rio has seen the 32 year old swimmer turn from an Olympic medalist into a national disgrace. Now Lochte’s lies about being robbed in Rio are going to hit him in the wallet as Speedo is ending its sponsorship.

The company sent out this release today, saying they were cutting ties with Lochte.  Speedo says that Lochte’s behavior is “counter to the values this brand has long stood for.

That’s a relief to know that petty vandalism in another country and lying about it on national television is not consistent with the Speedo #brand.

Speedo is the first company to ditch the Olympic swimmer, but others might follow suit shortly.  At no point during this international incident has Lochte handled himself well.  From the big lies at the beginning… to the medium sized lies towards the end… to ditching his countrymen and leaving them holding the bag in Brazil… to his non-apology apology… to the unflattering interviews with NBC… Lochte has given the perfect example to athletes for how not to handle a scandal and PR crisis.

If only Lochte still had his reality show to fall back on.  Maybe that will soon come back as part of his upcoming redemption narrative.