Cronulla's decision not to release Michael Gordon to play with Parramatta has hurt them in the hip pocket, with a club sponsor severing ties in protest over the treatment of the former NSW representative.

Fairfax Media can reveal One Solutions, the membership and chest sponsor of the Sharks, terminated its relationship with Cronulla on Thursday. Ironically, the company – which is also a personal sponsor of Gordon's – had previously backed the Eels, the club the fullback had hoped to join.

Eye of the storm: Cronulla's Michael Gordon. Credit:Getty Images

The Eels had earmarked Gordon as a replacement for NFL hopeful Jarryd Hayne and were poised to announce a mid-season transfer. The blue and golds believe they had been given permission from the Sharks to negotiate with Gordon and it is understood they have text messages to back their claim. It is understood the transfer was blocked at the last moment by Cronulla chief executive Lyall Gorman.

One Solutions – which provides lending, insurance, financial and property advice – tore up its contract with the Sharks due to a clause surrounding reputational damage suffered as a result of the Gordon affair. The firm was the club's major sponsor leading into the 2013 finals series and has an option in its favour for 2016.