Olympic diver Tom Daley has reportedly been warned by his sponsor Adidas not to continue being spotted spending time with "D-list reality TV stars".
"It's true that some of the team at Adidas have been a little concerned," a source told the Daily Mail. "While they think it's great he has dramatically increased his profile, they don't like him being pictured stumbling out of clubs with D-list reality TV stars.
"They don't want Tom to cheapen his image. He has to protect his brand in the same way David Beckham has done. A touch of showbiz is all right, but sport must remain the focus."
Daley, who clinched a bronze medal in the London Olympic Games last summer, recently stated that he wants to embark on a career in TV presenting when he finishes diving.