Online gaming company 888poker has scrapped its endorsement deal with Luis Suarez after the Uruguay striker was banned yesterday (Thursday) by football’s world governing body Fifa for biting an opponent.

888 had previously said that it would review its deal with Suarez, who also stars for Liverpool in the English Premier League, after he was accused of biting an opposition player for the third time in his professional career when he clashed with Giorgio Chiellini during Uruguay’s victory over Italy in the Fifa World Cup on Tuesday.

“888poker signed Luis Suarez following a fantastic season for which his achievements were widely recognised,” 888poker said this (Friday) morning. “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.”

Fifa has imposed a nine-match ban on Suarez from ‘official’ games, beginning with Uruguay’s upcoming second-round fixture against Colombia on June 28. The striker has also been banned from taking part in any kind of football-related activity for a period of four months.

888poker was a recent addition to Suarez’s commercial portfolio, and the online gaming company’s brand enjoyed a prominent position on the striker’s Twitter profile page. German sportswear company Adidas said yesterday that it would remind Suarez of the “high standards” it expects from its ambassadors, but stopped short of curtailing its deal with the player.