It might just be easy money for celebs like Cheryl Cole and David Beckham, but experts are severely criticising endorsing foods with sky-high sugar content.
The Food Commission has named 25 celebs endorsing unhealthy products, including Girls Aloud, who promote Kit Kat bar, and Becks' Pepsi deal, following a survey of celebrity-endorsed foods.
Sir Chris, who won three gold medals at Beijing, was named for endorsing Kellogg's Bran Flakes, which the commission said had a high sugar content, reports The Scotsman.
The report said: "It is hard to believe that double Olympic gold medal winner Kelly Holmes ever woke up to Coco Pops Coco Rocks cereal, but she has had her face on the box as part of Kellogg's Wake up to Breakfast campaign.
"Perhaps David Beckham wore off the 55g of sugar calories in the half litre Pepsi he promoted during his extensive training sessions - but it won't prove so easy for your average office worker or schoolchild."
A spokeswoman from the Food Commission said: "We want to see well-known actors, sports people, musicians and celebrity chefs refusing to promote foods of poor nutritional quality.
"It is sad to see someone of the stature of Sir Chris Hoy or Dame Kelly Holmes promoting a high-sugar breakfast cereal. There is really no excuse for it and the people in our survey should all know better."