Wayne Rooney's public slapping of fiancee Coleen McLoughlin is set to cost him £10million in lost sponsorship.His main backers Coca-Cola and Nike are horrified the former golden boy has tarnished their good name and are on the verge of pulling out of their deal.
Coca-Cola are "besides themselves with anger" at what happened in the last week and have written to 19-year-old Rooney demanding an explanation.
The drinks giant has warned him that if he does not make a categoric public denial it will end their £1million-a-year deal, which is due to run until 2006 but had been likely to roll on throughout his career. The £30million Manchester United and England striker has so far not denied hitting Coleen.
Nike - due to pay him £5million over 10 years - have also written to him demanding an explanation.
Rooney's cash crisis was sparked after horrified onlookers saw him slap Coleen, 18, last Sunday in Brasingamens nightspot, Alderley Edge, Cheshire. She fled in tears but later claimed it had been just a small row.
Yesterday a Coca-Cola source said: "We are furious that Rooney has sullied our clean image. The head office in the States just do not believe his image fits our clean-cut family brand and want rid of him quick.
"He has been warned that his sponsorship will end unless he makes a full public denial. So far we have had no response to our request."