Young Australian basketballer Josh Giddey's Weet-Bix sponsorship deal is in the balance after he was removed from the company's social media.
It comes after an inquiry was launched into alleged sexual abuse of a teenaged girl.
Weet-Bix's posts with the 21-year-old Oklahoma City Thunder point guard were removed from the cereal's social media pages on November 27, according to Code Sports.
Mr Giddey was allegedly shown in images and videos posted to X (formerly Twitter) depicting a relationship between himself and a U.S. high school student.
Weet-Bix parent company Sanitarium Health Food Company, owned by the Seventh Day Adventist Church, said the decision to remove Mr Giddey was "not a precursor to any decisions on Josh's contract as a Weet-Bix ambassador".
"We know how hard negative social media comments can be for anyone, especially for young athletes".
"We removed promotional assets featuring Josh Giddey from our own channels out of a desire to minimise opportunities for negative commentary towards Josh while the NBA is looking into the current situation," Sanitarium said in a statement.
"We are still in contact with Josh's management team and awaiting on the facts surrounding this matter."
The Weet-Bix social media comments sections were bombarded with GIFs and images of Mr Giddey on November 28 and 29.
California's Newport Beach police department, where the legal age of consent is 18, was "actively seeking additional information related to these allegations and pursuing all leads and evidence to obtain the facts of the case".
The NBA is also investigating the allegations.