Cam Newton may have felt that the sexist comment he made toward a female reporter on Wednesday did not warrant an apology, but it was apparently enough for one major company to drop the quarterback as an endorser of its products.

On Thursday, the Dannon yogurt company announced that it is terminating its relationship with Newton, who was an endorser of Dannon Oikos yogurt. The company said in a statement that it is “shocked and disheartened” by the way Newton treated Jourdan Rodrigue of the Charlotte Observer.

Newton was asked a legitimate question by Rodrigue about the routes wide receiver Devin Funchess has been running, and he told her it was “funny” to hear a female talking about routes. Rodrigue later said she spoke with Newton about the exchange following the press conference and that things only got worse.