Suarez faces major financial hit from alleged bite

Luis Suarez of Uruguay (L) reacts as Marco Verratti of Italy is stretchered off the pitch during the 2014 FIFA World Cup Brazil Group D match between Italy and Uruguay at Estadio das Dunas on June 24, 2014 in Natal, Brazil.  (Clive Rose, Getty Images)
Luis Suarez of Uruguay (L) reacts as Marco Verratti of Italy is stretchered off the pitch during the 2014 FIFA World Cup Brazil Group D match between Italy and Uruguay at Estadio das Dunas on June 24, 2014 in Natal, Brazil. (Clive Rose, Getty Images)
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Updated: 6/25 1:02 pm

CURITIBA, Brazil (AP) — Uruguayan soccer star Luis Suarez faces a financial hit following his alleged biting of Italian defender Giorgio Chiellini.

Existing sponsorship deals could be ripped up, while future endorsements could be put in jeopardy.

Already, two of his sponsors — 888poker and Adidas — have hinted that they may cancel their deals with Suarez. In a tweet, 888poker said it was reviewing its relationship with Suarez and stressed it does "not tolerate unsporting behavior."

And Adidas, which feaures Suarez in its World Cup campaign, said it was awaiting FIFA's investigation and "will respond accordingly.'

Nigel Currie, director of sports marketing agency Brand Rapport, says the cost could "potentially run into millions" for Suarez. The World Cup, he said, is the "real shop window" for footballers.

©2014 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

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