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As the fallout from Luis Suarez's apparent bite on Italian defender Giorgio Chiellini continues, poker brand '888' have announced they will be reviewing their sponsorship deal with the forward.
The firm released a statement saying: “Following the allegations made against Luis Suárez in regards to his behaviour during Uruguay’s World Cup match against Italy, 888poker is seriously reviewing its relationship with the player as we will not tolerate any unsporting behaviour.”
However considering the firm only hired Suarez as an 'official worldwide ambassador' last month, it would seem a little late to be taking the moral high ground.
In May Itai Pazner, a senior vice-president of the company, labelled Suarez “an incredible sporting talent – passionate, competitive, technically gifted, and emotionally invested in the game. It’s those qualities that make him an exciting player to watch, in poker as well as football. It’s fantastic to have him on board.”
Show all 28 1 /28Luis Suarez: His controversial career in pictures Luis Suarez: His controversial career in pictures August 2006 Heads to Europe to join Groningen from Uruguayan side Nacional. Scores 10 goals in 29 league games.
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Luis Suarez: His controversial career in pictures August 2007 Joins Dutch giants Ajax from fellow Eredivisie side Groningen for €7.5 million. Finishes 2009-10 season with an incredible 49 goals in just 48 games.
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Luis Suarez: His controversial career in pictures February 2007 High followed by low. Suarez makes his international debut for Uruguay against Colombia but was sent-off in the final minutes after being shown a second yellow card for dissent.
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Luis Suarez: His controversial career in pictures November 2007 Fined by Ajax along with Albert Luque after an altercation in the dressing room at half-time in the match against fierce rivals Feyenoord.
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Luis Suarez: His controversial career in pictures July 2009: Named Ajax captain by manager Martin Jol after team meeting. Named Ajax captain by manager Martin Jol after team meeting.
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Luis Suarez: His controversial career in pictures May 2010 Finishes season as Eredivisie top scorer with 35 league goals in 33 games. Named Ajax Player of the Year for the second straight time and Dutch Footballer of the Year for 2009-10 season.
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Luis Suarez: His controversial career in pictures July 2010 During the 2010 World Cup quarter-finals, Suarez prevented Ghana's Dominic Adiyiah's goal-bound effort with a deliberate handball on the line in the final-minute and was subsequently sent off. A penalty was awarded but missed by Asamoah Gyan with footage showing an elated Suarez celebrating. Uruguay eventually went through following a penalty shoot-out to reach semi-finals. Became a national hero
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Luis Suarez: His controversial career in pictures November 2010 Suarez was handed a seven-match ban by the Dutch FA and fined by his club for biting PSV midfielder Otman Bakkal during an Eredivisie match.
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Luis Suarez: His controversial career in pictures January 2011 Moves to Liverpool from Ajax for £22.8m. Suarez scored 111 goals in 159 games for Ajax. He makes an immediate impact against Stoke on his debut on February 2 as he comes off the bench to score in front of the Kop in a 2-0 win. He finishes 2010-11 season with four goals in 13 games as Liverpool finish sixth.
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Luis Suarez: His controversial career in pictures July 2011 Wins Copa America with Uruguay. Named player of the tournament.
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Luis Suarez: His controversial career in pictures October 2011 Involved in a tackle with Everton's Jack Rodwell and goes down with apparent minimal contact. Rodwell was then sent off.
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Luis Suarez: His controversial career in pictures October 2011 Suarez was alleged to have racially abused Manchester United's Patrice Evra during a Premier League match. Suarez was later found guilty by an independent regulatory commission and banned for eight matches and fined £40,000.
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Luis Suarez: His controversial career in pictures December 2011 Was seen making an offensive gesture towards Fulham fans. Handed a further one-match ban for the gesture.
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Luis Suarez: His controversial career in pictures February 2012 United and Liverpool met again at Old Trafford, but more controversy followed as Suarez refused to shake Evra's hand before kick-off.
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Luis Suarez: His controversial career in pictures February 2012 Wins his first trophy with Liverpool after 3-2 win on penalties against Cardiff City in the Carling Cup following 2-2 draw. Liverpool finish the season in eight place with Suarez scoring 11 league goals. In August he signs a new long-term contract.
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Luis Suarez: His controversial career in pictures August 2012 Named as Uruguay captain for Summer Olympics. Suarez fails to score as Uruguay are eliminated in first round.
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Luis Suarez: His controversial career in pictures September 2012 Suarez scores a stunning hat-trick as Liverpool thrash Norwich 5-2 at Carrow Road.
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Luis Suarez: His controversial career in pictures October 2012 Celebrated a goal against Everton by diving in front of Toffees boss David Moyes who had earlier claimed that "divers" such as Suarez were putting fans off the English game.
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Luis Suarez: His controversial career in pictures January 2013 More controversy as a clear handball preceded his winning goal for Liverpool as they defeat Mansfield Town 2-1.
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Luis Suarez: His controversial career in pictures March 2013 Suarez punches Gonzalo Jara during Uruguay's World Cup qualification defeat against Chile. The referee missed the incident.
Luis Suarez: His controversial career in pictures March 2013 Suarez bites the arm of Chelsea defender Branislav Ivanovic at Anfield. Liverpool fined the defender before he was banned for 10 matches
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Luis Suarez: His controversial career in pictures May 2013 After days of hints over an exit, during a press conference in Uruguay Suarez confirms he wishes to leave Liverpool, blaming press intrusion for he desire to go. Despite strong interest from Arsenal, Liverpool refuse to let him leave
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Luis Suarez: His controversial career in pictures December 2013 Suarez performs the ultimate U-turn on his push for a summer exit by signing a new long-term contract to remain at Anfield. "I am so proud to represent them and go out to do my best for them every time I pull on the shirt," he says.
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Luis Suarez: His controversial career in pictures January 2014 Suarez goes down easily after Aston Villa goalkeeper Brad Guzan comes charging out of his goal, with referee Jon Moss giving the penalty
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Luis Suarez: His controversial career in pictures May 2013 Suarez hides his face after he is left in tears following the 3-3 draw with Crystal Palace that cost Liverpool the Premier League title
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Luis Suarez: His controversial career in pictures May 2014 But Suarez does secure silverware as he wins the Golden Boot via his 31 Premier League goals, as well as the PFA and Football Writers' Player of the Year awards after he appears to have ditched his controversial ways.
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Luis Suarez: His controversial career in pictures May 2014 Suarez leaves hospital in Uruguay after having surgery on his injured meniscus in his right knee just a month before the World Cup begins
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Luis Suarez: His controversial career in pictures June 2014 Suarez is accused of biting Italy's Giorgio Chiellini during Uruguay's 1-0 victory in the World Cup
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It seems odd that a firm that now claims not to "tolerate any unsporting behaviour" went out of its way to hire and then praise a man twice banned for biting opponents and even more seriously once for racially abusing another player.
If that wasn't enough of a warning then you wonder what would have been.
Fifa have launched an inquiry into the incident and are set to make an announcement at 9pm this Wednesday.
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