Kellogg Co. decided to drop its endorsement deal with Michael Phelps, the Olympic swimmer, after he acknowledged smoking from a marijuana pipe, according to media reports Friday.

Phelps, the 23-year-old Olympic star, has addressed the photo scandal of his marijuana inhaling after issuing an apology for his "regrettable" behavior and "bad judgment," saying "I'll have to grow from the mistakes."

Visa Inc., Speedo, luxury Swiss watchmaker Omega and most of his other sponsors chose to be with the athlete after the marijuana scandal. But Kellogg believed Phelps's behavior is "not consistent with the image of Kellogg."

According to Kellogg, its contract with Phelps will expire at the end of February and won't be renewed.

Phelps has scored millions in endorsement deals after won eight gold medals in the 29th Beijing Olympic Games, said experts.

(Agencies via Xinhua News Agency Feburary 6, 2009)