Luis Suarez’s shameful bite on Giorgio Chiellini has cost him a sponsorship deal with 888poker, the company confirmed on Friday.
Suarez was hit with a four-month ban from all football activity by FIFA on Thursday and is also banned for nine international games with Uruguay.
And the 27-year-old’s moment of madness has also hit him in the pocket: one of his main off-pitch sponsors, 888poker, has confirmed it is ending its deal with the striker.
A company statement read on Yahoo Sport: “888poker signed Luis Suarez following a fantastic season for which his achievements were widely recognised.
“Regrettably, following his actions during Uruguay’s World Cup match against Italy on Tuesday, 888poker has decided to terminate its relationship with Luis Suarez with immediate effect.”
The poker company may not be the only firm to distance themselves from Suarez.
Forbes magazine reports that Adidas are taking the matter “very seriously” – something which could translate into financial repercussions, considering that Suarez had already tried the firm’s patience when he bit Branislav Ivanovic last year.
Adidas is reported to be considering pulling his deal and will apparently make a decision following the World Cup.
888poker, which made $53.2m (£31m) in pre-tax profits in 2013, signed Suarez last month and have been running a series of promotions to cash in on his name.
888poker had clearly been watching Suarez’s efforts in Brazil closely, and celebrating his goals at the World Cup:
Suarez is not the first sports star to be hit in the pocket for his behaviour.
Tiger Woods’s income dropped dramatically as several sponsors dropped him or declined to renew existing deals following the revelations over his extra-marital affairs in 2009, with Accenture and Gatorade – whose endorsement was worth a reported $100 million – among those who distanced themselves from the golf superstar.