
11. Lance Armstrong
There was a time when Armstrong was one of the most inspirational sporting heroes on the planet. He won seven consecutive Tour De France titles at the turn of the century. Armstrong catapulted cycling into the spotlight. He also survived a bout with cancer.

But Armstrong ruined everything when news of his doping emerged. This occurred on a grand scale and World Cycling scrubbed his biggest wins from the record books. Meanwhile, Armstrong lost millions of dollars in endorsements (via Reuters).