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 tear up 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 says, is the "real shop window" for footballers.
-- The Associated Press