Mark Ritson: Ryan Lochte’s Rio antics have opened up the lucrative douchebag market

Despite winning a gold medal, it has proven to be a pretty ordinary Olympics for Ryan Lochte. The American swimmer has lost four lucrative endorsement deals in the last few days all because of a late night bender in Brazil.
After a big night out in Rio, Lochte and three fellow swimmers stopped at a service station. Discovering the toilet to be locked they urinated outside on the forecourt and Lochte allegedly engaged in a bit of mild, pissed-up vandalism.
It’s not exactly the stuff o