1, Tiger Woods
Pre-scandal title: Professional golfer
Scandal broke: November 2009
Estimated lost wages: $50 million
As the number of alleged mistresses climbed, the number of Tiger Woods' corporate endorsement deals fell. The golfer, who is the first athlete to reap $1 billion in lifetime earnings, sees the majority of his eight-figure annual earnings from brands that pay for him to promote their wares. But in the wake of the sex scandal and dissolution of his marriage, Gatorade, AT&T, Accenture, Gillette and Tag Heuer all cut Woods from their payrolls. To add insult to injury, his appearance fees dried up and, thanks to less-than-stellar golf course performances, so did his tournament winnings.