McDonald's Severs Endorsement Ties with Kobe Bryant

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McDonald's is not renewing its contract with Kobe Bryant, costing the NBA superstar another lucrative endorsement while his sexual assault case remains unresolved.

The fast-food company said today that its three-year deal with the Los Angeles Lakers guard expired on December 31 and was not renewed. A spokesman for the company declined to elaborate.

Companies typically extend stars' endorsement contracts when they remain at the top of their game like the 25-year-old Bryant is. He is a five-time All-Star who helped the Lakers win NBA championships in 2000, 2001 and 2002.

Bryant's once-wholesome image took a hit when a woman accused him last year of sexually assaulting her. He has denied the charge and said the sex was consensual.