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.according to The Atlanta Journal Constitution
"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."