Phelps keeps Mazda sponsorship after apology

Mazda Motor Corp. won't stop sponsoring Michael Phelps after the record-breaking Olympic swimmer issued a video apology to Chinese fans for being photographed smoking from a bong.

Phelps was pictured inhaling from a water pipe, commonly used for marijuana, in London's News of the World on Feb. 1. The 23-year-old American may face a drug charge after admitting that the picture was authentic.

Phelps last month signed a "seven-figure" contract to represent Mazda in China, the biggest deal for a western celebrity in the most populous nation. Mazda joins the majority of Phelps sponsors in supporting the athlete after Kellogg Co., the world’s biggest cereal maker, said it wouldn’t renew its endorsement agreement because of his "recent behavior."

"We were shocked on learning the news and we regret such behavior," FAW Mazda Motor Sales Co. -- Mazda's China joint venture -- said in a statement today. "But Phelps has since apologized and is determined to learn from his mistake, especially since he apologized to the Chinese public through a videocast."

In the videocast, addressed in English to "my Chinese friends," Phelps sought forgiveness for his "regrettable behavior" and said the support of fans in China had lifted him.

"I will learn from these mistakes, train hard and make you proud again," Phelps said in his address to Chinese fans. "Thanks again for your support and encouragement. I look forward to returning to China soon."

Phelps has visited China regularly in the past four years and cemented his popularity by winning a record eight titles at the Beijing Games in August. He also passed the mark for the most career gold medals by moving to 14.

"We believe that Phelps will adopt a healthy attitude in his return to swimming and create greater glory," Mazda Motor China said in the statement.