The disgraced Australian cricket captain Steve Smith was dumped as Weet-Bix's breakfast cereal face after his involvement in ball adulteration [1
Weet-Bix owner Sanitarium said the fraud was directed against "brand values of trust and integrity".
The financial group Magellan has withdrawn from the name rights sponsorship of Cricket Australia.
While the value of the three-year contract was never announced, Magellan's decision to terminate the contract in less than eight months will cost 20 million Australian dollars (£ 10.9 million, $ 15.3 million)
Meanwhile, sportswear maker Asics has tampered with Cameron Bancroft, who has been conducting the scam in a game against South Africa, and Australian vice-captain David Warner, who was involved in the plan, dropped the ball.
"No election" ;
Smith, 28, was named "Weet-bix Kid" along with other Australian sports stars, including footballer Tim Cahill and surfer Stephanie Gilmore, in late 2015
but was canceled after a report from Cricket Australia found out that the captain knew of a plot to manipulate the ball, could not stop the plan, and was trying to mislead officials and the public.  "Weet-Bix ambassadors represent our brand values of trust and integrity and address everything that is good about being Australian," said Todd Saunders, managing director of Sanitarium Australia.
"Her role as the & # 39; Weet-Bix Kid & # 39; is to inspire millions of Australian children to be the best they can be." Because of the ball counterfeiting event and the results of cricket Australia's investigation, we can Do not continue our relationship with Steve Smith. "
Weet-Bix is a crop sold primarily in Australia and New Zealand and is a brand other than Weetabix, which prevails in British businesses.
Magellan CEO Hamish Douglass said the ball manipulation in South Africa is "so incompatible with our values that we have no choice but to end our ongoing partnership with Cricket Australia."
"A conspiracy by the leadership of the Australian men's Test Cricket Team that has broken the rules with a clear intention to gain an unfair advantage … goes into the heart of integrity."
Airline Qantas, whose Logo on the jerseys of the Australian team, said that she was "very disappointed" about the scandal, but have no plans to sponsor her.
Lost IPL contracts
While their reputation is in tatters, the financial losses to individual cricketers extend beyond the effects of canceled sponsorship and endorsement contracts.
Smith, Warner and Bancroft are not allowed to play international cricket for Australia and Australian leagues.
Although Smith and Warner are still allowed to compete outside Australia, they were also excluded from the Indian Premier League of the season.
In January, the pair were listed among the most lucrative Twenty20 contracts ever offered to Australian players worth over £ 1m each.