Former boxing great Oscar De La Hoya has been dropped as a spokesmodel for a tequila company after coming clean about his battle with alcohol abuse.
The retired fighter was announced as a brand ambassador for Tres Generaciones in May (11), the same month he checked into a California rehabilitation centre to seek help for drink and drug addiction.
De La Hoya recently revealed the full extent of his personal troubles, admitting he hit "rock bottom" in the last two years and "depended" on alcohol.
But the candid interview, which aired earlier this week (begs29Aug11) on Spanish-language TV network Univision, has cost him dearly - bosses at the premium tequila brand have terminated their sponsorship.
A representative for the firm tells the New York Post's Page Six, "We have severed all ties with Oscar because of his personal issues. We didn't know he had these issues until we had announced the deal and money changed hands.
"Those issues became clear shortly after, and so the deal never really got off the ground. We advocate responsible drinking. I suppose we should ask for our money back."
De La Hoya, who was one of the top boxers in the late 1990s, is now three months sober, thanks to the help of Alcoholics Anonymous support meetings.