Lochte Perseveres, Pulling Down $2.3 Million

by SwimSwam 17

August 28th, 2012 Industry, News

According to Fortune Magazine, Ryan Lochte pulled downed 2.3 million dollars in endorsement revenue this past year, and, after some peripheral negative news, Lochte appears to be persevering.

Now there’s an alleged photo of Ryan’s penis being offered to sale to the folks at Deadspin. According to Deadspin:

“The provenance of the photo is less than ideal. It was allegedly taken for a now-ex-girlfriend of Lochte’s. After the Olympics, a friend of the ex began passing the photo along to her friends, and it soon made its way to our source.”

Sounds shaky at best, however, even if it is the real deal (and we are not saying it is), then it is clearly a private photo not intended for the public.  Either way, Deadspin would probably make some enemies if they do, in fact, run it.

Lochte’s taken some hits in the media, and a few have been callous and mean-spirited — attacks on his character, attacks on his own family’s character. Others have been cooler, a by-the-books assessment of his earnings and expected earnings, though they’ve included attempts at base character judgment as well.

According to a marketing expert Bill Briggs of NBC News interviewed, when Lochte admitted to Today correspondent Ryan Seacrest that he sometimes pees in the pool, “many marketers that had been considering the swimmer likely were relieved they had not signed him to an endorsement deal…”

These experts sound fragile, and humorless, particularly after Lochte’s Funny or Die Video Peeing in the Pools, but the context of the quote is in reference to Lochte not cashing in as much as these experts forecasted.

Lochte has seven major sponsorship agreements and more than two million in earnings. After living in the shadow of Michael Phelps, Lochte has proven to be more than successful, and with four more years to compete, it is very likely that Lochte’s endorsement partnerships will grow.

Lochte is different, fun-loving and colorful. Grills and greens high-tops are not for everyone, but millions more love it. A quick glance at Lochte’s Klout  score confirms it.

True, there was a time a when an athlete had to be 100 percent pure and only speak from a stilted script to gain endorsement revenue and the media distribution corporate partners can offer. It’s appears the tide is turning, and corporations may be recognizing that a personality and some color can be a positive virtue.

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Philip Johnson

Missy could be making that and some … could be …


The Deadspin title is KILLING me. One misplaced word can make the whole situation way more entertaining. (Personally, I don’t think the picture coming out would necessarily hurt him. His demographic is different from the mainstream swimfan, I think. And, as sad as some may consider it, these kinds of things aren’t as scandalous as once-upon-a-time.)

Good for him! I don’t find the appeal of his products or his general image but I know he is making it big right now…

He’s a great athlete, so, as long as he keeps his swimming on a high note, he’s gonna milk that cow…