Ralph Lauren dropped its sponsorship of Justin Thomas on Friday after the golfer said a homophobic slur during the third round of the Sentry Tournament of Champions last weekend.
At Alabama, Thomas was the National Player of the Year in 2012 and a member of the Crimson Tide's national-championship team in 2013.
The world number three golf star had worn the company's clothing since he turned pro, reaching number one in the world on two occasions and winning a major at 24.
Thomas was heard on his microphone and the slur broadcast on NBC. He could be heard saying the slur under his breath as he tapped in.
However, that wasn't enough to save his professional relationship with Ralph Lauren.
"In reflecting on the responsibility we have to all of our stakeholders, we have chose to discontinue our sponsorship of Mr Thomas at this time".
Thomas was on an overseas vacation and could not immediately be contacted.
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Despite Thomas apologising for the offensive language, which occurred early in his third round of the Sentry Tournament of Champions, the fashion company declared his actions as "entirely inconsistent with our values".
"I had tournament directors on mini-tours say xenophobic, racist, and homophobic things to me on the first tee, in the guise of a joke. It's awful. I mean, I'm extremely embarrassed, it's not who I am, it's not the kind of person that I am or anything that I do, but it's, unfortunately, I did it and I have to own up to it and I'm very apologetic". It's not who I am, it's not the kind of person that I am or anything that I do. But, unfortunately, I did it, and I have to own up to it and I'm very apologetic.
It wound up costing him.
"We are disheartened by Mr. Thomas's recent language, which is entirely inconsistent with our values".
Ralph Lauren said it hopes Thomas "does the hard and necessary work in order to partner with us again - truly examining this incident, learning, growing and ultimately using his platform to promote inclusion".
The Human Rights Campaign, the largest LBGTQ advocacy group in the country, previous year designated Ralph Lauren as "Best Place to Work for LGBTQ Equality".
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