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Less than 24 hours after the close of the Rio Olympics, Ryan Lochte took a major financial hit Monday for a drunken incident he initially tried to pass off as an armed robbery.In quick succession, four sponsors announced they were dumping the swimmer, who has since apologized and conceded that he embellished what happened during a now-infamous stop at a Rio gas station.Swimsuit company Speedo USA, clothing giant Ralph Lauren and skin-care firm Syneron-Candela issued statements less than three hours apart, all with the same message: Lochte is out. Before the day was done, Japanese mattress maker airweave followed suit, essentially wiping out Lochtes income away from the pool.In addition, Speedo USA said $50,000 that wouldve gone to the 12-time Olympic medalist was being donated to Save The Children to benefit needy youngsters in Brazil.While we have enjoyed a winning relationship with Ryan for over a decade and he has been an important member of the Speedo team, we cannot condone behavior that is counter to the values this brand has long stood for, the prominent swimsuit company said. We appreciate his many achievements and hope he moves forward and learns from this experience.Ralph Lauren, which provided the Polo-branded attire worn by the U.S. team at the opening and closing ceremonies, said it would not be renewing the contract that provided Lochte with financial support leading up to Rio. The statement from airweave said it had a similar arrangement with the swimmer. Both stressed they would continue their support of the U.S. Olympic and Paralympic teams.Syneron-Candela offers a line of skin-treatment products that deal with issues such as wrinkle reduction.We hold our employees to high standards, and we expect the same of our business partners, the company said.Lochte issued a statement through his public relations firm thanking Speedo USA for its long support. He did not immediately address the other companies dropping their endorsements.I respect Speedos decision and am grateful for the opportunities that our partnership has afforded me over the years, Lochte said.Initially, Lochte said he and three teammates -- Jack Conger, Gunnar Bentz and Jimmy Feigen -- were robbed after their taxi was pulled over by armed men posing as police just hours after the swimming competition ended in Rio de Janeiro.That version quickly unraveled when police said the swimmers, who had attended a late-night party, never reported the incident to authorities and there was scant evidence of a robbery. Video surveillance emerged showing the athletes getting into a confrontation with armed security guards over alleged vandalism at the gas station when their taxi pulled over to let them use the restroom.While there have been conflicting versions over whether the guards pulled their weapons on the swimmers, Lochte has since acknowledged he was highly intoxicated and that his behavior led to the confrontation, which resulted in the swimmers paying some $50 in U.S. and Brazilian currency before they were allowed to leave. The incident caused a furor in Rio, where street crime was a major issue heading into the games.Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon, said he wasnt surprised by the decision since most of Lochtes marketing value was tied to campaigns prior to the Olympics.I would think it was an easy decision to cut ties now, Swangard said. For someone like Lochte, hes really destroyed almost all of his short-term marketability. Brands can easily seek out other athletes for the next Olympic cycle.The financial costs of losing Speedo and Ralph Lauren are likely to be only the first sanctions that await Lochte, whose antics tarnished a powerful showing by the American team and dominating news away from the stadiums and arenas in the final days of the Rio Games.Both the U.S. Olympic Committee and USA Swimming have indicated that Lochte will be punished, perhaps endangering the 32-year-olds hopes of competing in a fifth Olympics at Tokyo in 2020. He could also face criminal charges in Brazil, where the other swimmers were initially barred from leaving the country until they were interviewed by authorities.Feigen wound up donating just under $11,000 to a Brazilian nonprofit sports organization to settle any potential legal action. Bentz issued a statement saying Lochte tore a sign off a wall at the gas station and got into a heated exchange with the security officers, though Bentz denied the swimmers did any damage to a locked bathroom as authorities alleged.In the last of three interviews with NBC that included ever-changing accounts of the incident, Lochte apologized and acknowledged he over-exaggerated the story. He made a similar mea culpa to Brazils main broadcaster, Globo.Long one of the most popular U.S. athletes, the laid-back swimmer is known for his trademark saying Jeah! and such antics as wearing diamond grillz on the medal stand and dying his hair a silvery color before the Rio Games. Lochte also starred in a short-lived reality television show after the 2012 Olympics.For these games, he qualified in only one individual event, finishing fifth in the 200-meter individual medley, far behind longtime rival Michael Phelps. Lochte did help Phelps and the Americans win gold in the 4x200 freestyle relay.---AP business writers Mae Anderson and Candice Choi in New York and editor Amy Finkelstein in Chicago contributed to this report.---Follow Paul Newberry on Twitter at www.twitter.com/pnewberry1963 . His work can be found at http://bigstory.ap.org/content/paul-newberry .Nike Air Max Plus Schweiz Store . Their experience showed Tuesday as the No. 10 Badgers blunted a Saint Louis surge to win 63-57 and advance to face West Virginia in Wednesdays finals of the Cancun Challenge. Nike Air Max Plus Schweiz . The mixed zone is not a place to make friends. http://www.schweizairmaxplus.ch/ . Catch all the action on TSN2 at 11pm et/8pm pt. The nine-time Big 12 champion Jayhawks are positioning themselves for another title, as they have run out to a flawless 6-0 mark in conference play thus far. Discount Nike Air Max Plus Schweiz . PETERSBURG, Fla. Nike Air Max Plus Günstig . Just as Montreal was settling into the first full working week of a new year, the Impact announced the appointment of their new head coach.LEXINGTON, Ky. -- Malik Monk scored a career-high 26 points, DeAaron Fox added 16 and No. 1 Kentucky routed UT-Martin 111-76 on Friday night for its biggest victory this season.The taller Wildcats overcame a cold shooting start and 15-14 deficit to the athletic Skyhawks before rolling to season highs in points and victory margin. Kentucky (6-0) shot a season-best 55 percent from the field by controlling the paint 54-28 and the boards 48-26.Monks 10-of-17 shooting led the way with Fox making 7 of 12 from the field. Monk has scored at least 23 points in three of his past four games. Wenyen Gabriel and Bam Adebayo each had 15 points for Kentucky, which won the game that was part of matchup of unbeaten teams in the Bluegrass Showcase.Matthew Butler scored 15 points and Jacolby Mobley had 14 for UT Martin (5-2), which shot just 33 percent in the second half and 41 percent overall in having its five-game winning streak stopped.THE BIG PICTUREUT Martin: Despite giving away several inches inside against Kentucky, the Skyhawks quickness helped their zone work early on.dddddddddddd But they soon began sending Kentucky to the free throw line in the first half and were eventually worn down by Kentuckys height and quickness.Kentucky: The Wildcats started 4 of 10 from the field before finding their touch to hit 14 of 23 the rest of the first half to build a 15-point halftime lead. The defense kicked in from there to turn it into a rout with a little flash mixed in as Monk had consecutive dunks early in the second half.POLL IMPLICATIONSKentuckys lofty perch appears safe through Mondays next poll but will be tested with back-to-back games against Pac-12 members Arizona State and UCLA.UP NEXTUT Martin: Returns home from the three-game road swing to host Florida Atlantic on Tuesday.Kentucky: Faces Arizona State on Monday night in the Atlantis Showcase in the Bahamas. The Wildcats are 4-0 against the Sun Devils including last years 72-58 win in Lexington. ' ' '