Washington, Feb 06: Kellogg, the food company, has announced that it would not renew its contract with swimming sensation Michael Phelps when their deal expires at the end of February - because of a photo that showed him apparently smoking a marijuana pipe.

"We originally built the relationship with Michael, as well as the other Olympic athletes, to support our association with the U. S. Olympic team," People quoted a company spokeswoman, as saying in a statement.

"Michael''s most recent behavior is not consistent with the image of Kellogg. His contract expires at the end of February and we have made a decision not to extend his contract," she added.

Phelps has also been suspended from competition and denied financial support for three months by USA Swimming, the sport''s national governing body.

The 23-year-old all-time Olympic swimming champ had also apologised for his `inappropriate conduct'.

His rep said that the swimmer "accepts these decisions and understands their point of view."

"He feels bad he let anyone down. He''s also encouraged by the thousands of comments he''s received from his fans and the support from his many sponsors. He intends to work hard to regain everyone''s trust," the rep said. (ANI)