So what? What is it you begrudge? The millions? He didn't rob banks. He played tennis. And was good at it. He had charisma. He used it. He learned - in your opinion - to cultivate an image. So what? Don't we all try to cultivate an image for ourselves, every day? Do you want people you work with to think you're a jerk? Of course not. You cultivate a favourable image for yourself. Why is it ok for you and not ok for him? As long as he didn't steal money from you, why do you care? And how do you think people EARN money for their charities? They go out and get it however they can. And he is very good at earning money for his charity Why should this bother YOU? He's not asking you for money. If Longines - or any other company - wants to be associated with him, for the good of his charity, and he accepts their offer, I fail to see what is so wrong with that.