Ronaldo de Assis Moreira, better known as Ronaldinho, cost himself a Coke sponsorship worth $750,000 for drinking a can of Pepsi at a recent press conference, according to Yahoo! Sports:
Ronaldinho stunned Coke chiefs by turning up at a press conference and sipping nonchalantly from a can of their arch-rivals' fizzy pop. Furious bosses at the Atlanta-based firm immediately demanded that the plug be pulled on his huge endorsement deal, according to a report in the 'O Estado de Sao Paulo' newspaper.The press conference was held to promote his new team, Atletico Mineiro, which Pepsi sponsors, according to The Atlanta Journal Constitution. The Coke sponsorship with Ronaldinho was supposed to run through 2014.
"The fact that the player has appeared with a can of Pepsi was the straw that broke the camel's back," Coca Cola marketing chief Marcelo Pontes told the paper. "The sponsorship had become embarrassing."