BETTING firm 888poker have become the first sponsors to ditch disgraced Liverpool striker Luis Suarez as his deal with other brands also hang in the balance after he bit Italy's Giorgio Chiellini
The striker's other sponsorship deals hang in the balance[PA]The 27-year-old was made an “official worldwide ambassadors” by the 888poker last month when senior vice-president Itai Pazner branded the player “an incredible sporting talent – passionate, competitive, technically gifted, and emotionally invested in the game."
But, following Fifa's action, the firm have decided to drop Suarez.
A statement from the company read: "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 Uruguayan forward could now face losing other sponsorship deals in light of the incident, the third time he has been banned for biting an opponent during his chequered career.
Major sponsor Adidas have also revealed they are reviewing their partnership with Suarez.
They have dropped the him from all commercial activities and say they are set for talks at the highest level with the player and his representatives at the end of the World Cup.
A statement read: "Adidas fully supports FIFA’s decision. Adidas certainly does not condone Luis Suarez’s recent behaviour and we will again be reminding him of the high standards we expect from our players.
"We have no plan to use Suarez for any additional marketing activities during the 2014 FIFA World Cup. We will discuss all aspects of our future partnership directly with Suarez and his team following the World Cup."
Branding experts have warned Suarez stands to lose a number of lucrative deals due to the Chiellini incident.
Speaking to the Telegraph, David Haigh of Brand Finance, said: "I think in the old days people might have looked at something like this and thought it was a bit of a joke. I think these days sponsors are taking these sorts of incidents much, much more seriously and taking serious action on them."
The ban marks Suarez's departure from Brazil [EPA]The ban imposed by Fifa will see Suarez miss the start of the Premier League season with Liverpool.
He also missed the beginning of the Merseyside club's last campaign as he served the remainder of a ban for biting Chelsea's Branislav Ivanovic.
Suarez was expected to leave Uruguay's World Cup base in Brazil last night to travel with his family to Barcelona.
But, Liverpool are believed to have denied reports their lawyers are set to meet with the player's legal representatives in Barcelona today.
Suarez's wife Sofia grew up in the Catalan capital with her parents, who now live in an upmarket resort near the Spanish city.
Suarez was pictured saying goodbye to colleagues soon after he was told of his Fifa ban.
A Uruguayan sports site reported last night the footballer had called his lawyer Alejandro Balbi during a radio interview to ask him to fly to Barcelona immediately to prepare an appeal against his four-month football ban.
It said Balbi had travelled to Brazil with his national ID card - but Uruguayan diplomats in Rio de Janeiro had agreed to issue him with an emergency passport so he could board an overnight flight to Spain.
Suarez has been linked with a summer move to either European champions Real Madrid or their rivals Barcelona this summer.
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