Nike has terminated its endorsement contract with Oscar Pistorius following the double amputee sprinter being found guilty of culpable homicide.
The United States sportswear giant suspended its lucrative, long-term sponsorship of the South African shortly after it emerged he had shot dead girlfriend Reeva Steenkamp after mistaking her for a intruder, he claimed, in their Pretoria home on Valentine's Day last year.
This meant they would stop using and paying him pending the outcome of the trial.
Last week, the six-time Paralympic champion was cleared of premeditated murder but found guilty of culpable homicide, which carries a punishment of anything from a fine to a maximum of 15 years in prison, with a sentence due next month.
Nike spokesman KeJuan Wilkins has now confirmed to ESPN.com that the sponsorship has been terminated.
Pistorius, one of the best known Paralympians in history who also competed at the London 2012 Olympic Games as an able-bodied athlete, enjoyed many other lucrative sponsorship deals in addition to the one with Nike.
In total, these were thought to be worth as much as $2 million annually (£1.2 million/€1.5 million).
Others, including telecommunications services company British Telecom (BT) as well as Nike, opted against making an immediate decision.
A spokesman from BT has confirmed to insidethegames this afternoon that its contract with the athlete ended naturally at the end of 2013.
As well as for Pistorius, the cancellation of the deal must also be a blow to Nike, which will spend about $1 billion (£600 million/€750 million) on athlete marketing alone in 2014, after it was also forced to terminate the contract of American football star Ray Rice earlier this month.
The former Baltimore Ravens running back was suspended indefinitely by the National Football League after a video leaked of him assaulting his then-fiancé, now wife, inside an Atlantic City casino elevator.
Disgraced cyclist Lance Armstrong and another American football player, Michael Vick, are among other Nike-sponsored athletes to have their contracts terminated, although Vick, who was implicated in an illegal interstate dog fighting ring in 2007, was eventually re-signed.
In 2009, the company stood by Tiger Woods after it emerged the 14-time Major winner had been involved in numerous extra-marital affairs.
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September 2014: Exclusive: IPC "not promoting" the return of Pistorius, says President Sir Philip
September 2014: Pistorius eligibility for future competition to be discussed by SASCOC
September 2014: Pistorius will be free to return to the track, says International Paralympic Committee
September 2014: Pistorius found guilty of culpable homicide but released on bail until sentencing next month
September 2014: Pistorius cleared of murder but threat of long prison sentence still hangs over him