CURITIBA, Brazil (AP) Luis Suarez faces the prospect of a big financial hit following his alleged biting of Italian defender Giorgio Chiellini, with existing sponsorship deals potentially being ripped up and future endorsements put in jeopardy.

Already, two of his sponsors 888poker and adidas have hinted that they may re-examine their deals with Suarez.

888poker, which signed up Suarez last month, said it was "reviewing" its relationship with the striker.

"We will not tolerate unsporting behavior," it said in a tweet.

The company announced a global endorsement contract with Suarez after Liverpool's surprise run toward the Premier League title. Though the team ended placing second behind Manchester City, it gained many supporters for its attacking flair and Suarez was voted player of the year.

The signing up of Suarez, who is a keen poker enthusiast, was a further sign that Suarez had rehabilitated his image following a biting incident with Chelsea defender Branislav Ivanovic the previous season.

A far bigger profile for Suarez comes from adidas, which is FIFA's oldest partner the relationship goes back to 1970.

In a statement, the German sportswear giant said it awaits "FIFA's full investigation into this matter and will respond accordingly."

In the early hours of Wednesday, FIFA announced it had opened a disciplinary case against the player following Suarez's 's alleged bite into the left shoulder of Chiellini in a crucial group-stage game. Uruguay won the game 1-0 to advance to the second round. Suarez could face a ban of up to 24 international matches.

Nigel Currie, director of sports marketing agency Brand Rapport, said the potential cost to Suarez could "potentially run into millions" and doesn't just account for his current deals.

"It's pretty damaging for him, it's not as if he hasn't had previous," said Currie, noting two previous biting incidents, a racism row involving Manchester United's Patrice Evra, and his handball in the last World Cup in South Africa that prevented a Ghana goal.

"He could end up missing out on a chance of a lifetime of being a hero at the World Cup," Currie said. "Although he's a great player, there are others around and if there's a big risk (the sponsors) will go for a safer option. This is the real shop window, the real global opportunity to become one of the top global superstars."