Ryan Lochte's lies about being "robbed in Rio" will cost him thousands - the top American swimmer has been dumped by major sponsors Speedo and Ralph Lauren.
The incident embarrassed the Olympics host city, angered the local police and government and dominated news coverage of South America's first Olympics, leading the US Olympic Committee to issue an apology.
But Lochte's losses are loose change compared to what others have lost before.
Earlier this year, Russian tennis star Maria Sharapova tested positive for a banned drug.
It earned her a two-year suspension and costed her a $95 million deal with Nike.
When Oscar Pistorius shot dead his girlfriend in their South African apartment in 2013, it not only landed him in jail, but also lost him $2 million a year in support from Oakley and Nike.
It's estimated the car crash and cheating scandal which ruined Tiger Woods' marriage, and arguably his golfing career, cost him $22 million in one year alone.
But probably the biggest loser from a sponsorship divorce was cyclist Lance Armstrong.
After revealing he won his Tour de France titles while doping, the Texan lost support from numerous major brands including Nike, Trek Bicycles, RadioShack and Giro, estimated to be worth at least $150 million.
Newshub.