Olympic diver Tom Daley has reportedly been warned by his sponsor Adidas not to continue being spotted spending time with "D-list reality TV stars".

The 18-year-old, who is the face of ITV reality diving show Splash!, has been partying with the likes of Argentine model Leandro Penna, who was previously engaged to former glamour model Katie Price.

"It's true that some of the team at Adidas have been a little concerned," a source told the Daily Mail. "While they think it's great he has dramatically increased his profile, they don't like him being pictured stumbling out of clubs with D-list reality TV stars.

"They don't want Tom to cheapen his image. He has to protect his brand in the same way David Beckham has done. A touch of showbiz is all right, but sport must remain the focus."

Daley, who clinched a bronze medal in the London Olympic Games last summer, recently stated that he wants to embark on a career in TV presenting when he finishes diving.