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Luis Suarez has lost his first sponsor as a result of his World Cup biting shame.

Betting firm 888poker have confirmed they are dumping the Liverpool marksman following his four-match ban from FIFA on Thursday.

In a statement the firm: "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."

Separate sponsors Adidas announced on Thursday that they fully supported FIFA's decision to ban the striker.

The German sportswear giants also confirmed they would not be using Suarez for any additional marketing activities during the remainder of the tournament in Brazil.

Follow all the developments on Suarez in our rolling LIVE blog.