Dannon yesterday announced that it is ending its endorsement deal with Carolina Panthers quarterback Cam Newton, after Newton in a press conference disparaged a female sports reporter who asked a question about the physicality with which wide receiver Devin Funchess runs his routes.

“It's funny to hear a female talk about routes,” Newton said.

While Newton remains under contract to Dannon, the company released the following statement: "It is entirely inconsistent with our commitment to fostering equality and inclusion in every workplace. It's simply not OK to belittle anyone based on gender. We have shared our concerns with Cam and will no longer work with him.” Dannon said it will begin the process of pulling Newton’s ads from the air.

Gatorade, which also has an endorsement deal with Newton, released a statement: “Gatorade also issued a statement Thursday, saying, "Cam's comments were objectionable and disrespectful to all women and they do not reflect the values of our brand. Gatorade fully supports women who compete in, report on, coach for, or play any role in sport -- on or off the field.”

KC's View: I liked what Stephen Colbert said last night, that it was a shame that Dannon has stopped using Newton in its advertising, “since it was funny to hear a man talk about yogurt.”

The thing is, Newton has a mother, a significant female other, and a daughter … like a lot of men who behave in a sexist manner. When will these people realize that it is attitudes like theirs that contribute to the holding back of people that they presumably love?

The New York Times has a long piece today about the Hollywood movie producer Harvey Weinstein, reporting that he has engaged in almost three decades of sexual harassment of employees, reaching at least eight financial settlements during that time. Best I can tell, he’s been married twice and has at least four daughters … and yet engages in the kind of predatory behavior that one can only presume would enrage him if it happened to a member of his family. (It is almost pathetically predictable that Weinstein’s response has been to go into therapy and simultaneously threaten a lawsuit against the Times.)

It isn’t just football players and Hollywood producers. It is executives in all lines of work (even presidents), people who think that because they have some power, it gives them the right to exploit people who work for them or want to work for them.

This kind of B.S. has to stop. And it is up to people who don’t engage or sanction this kind of crap to call out the people who do.