Ryan Lochte's new sponsor: "Everyone deserves forgiveness and second chances"

Ryan Lochte lost some lucrative endorsement deals after his recent travails in Rio, but the one he's picked up since seems very dedicated to rebuilding his reputation. "It is not our place to judge each other," the Pine Bros. cough drops company said in an open letter.

AP photo

Lochte's comeback tour includes a stint with "Dancing With the Stars," ABC has confirmed . He'll join an eclectic group including rapper Vanilla Ice and former Texas Gov. Rick Perry.

Pine Bros. is on board, too. Here's the open letter the company posted: