As the investigation continued into Josh Giddey and allegations of an inappropriate relationship with a minor, the fallout has already begun with Weet-Bix removing the Oklahoma star from its branding.

Since exploding to life in the NBA at the Thunder, Giddey has been one of the faces of one of the iconic Australian breakfast cereal but CODE Sports revealed the company had removed his videos and posts featuring Giddey from his social media.

However, parent company Sanitarium did not confirm that his $40 million deal has been scrapped and said it would be monitoring the progress of the NBA’s investigation.

“We are obviously aware of news surrounding Josh Giddey and are waiting for facts to be confirmed,” a spokesperson told Code Sports.

“We are in contact with Josh’s management team and waiting on further detail at this point.”

In a later statement, the company said the move was to not inflame social media commentary around Giddey and they have no plans to pull out of any deal just yet.

“We know how hard negative social media comments can be for anyone, especially for young athletes,” the statement said.

“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.

“It was not a precursor to any decisions on Josh’s contract as a Weet-Bix ambassador. We are still in contact with Josh’s management team and awaiting on the facts surrounding this matter.”

Giddey has featured prominently on Weet-Bix boxes and has appeared in various promotional material for the company’s ‘Every Bite Counts’ campaign alongside other Australian sports stars Tim Cahill, Alex de Minaur and cricketers Marnus Labuschagne and Ellyse Perry.

Weet-Bix are not the only ones scrubbing Giddey from their social media profile with teammate Chet Holmgren deleting a tweet featuring photos of himself and the Aussie star where he called Giddey his “twin.”

The NBA is still investigating images that emerged on social media surrounding Giddey and a young woman.

One of the images is of a shirtless Giddey standing behind the woman.

Giddey said “there’s no further comment right now,” when asked about it by reporters on Saturday.

He took to the court in the Thunder’s 123-127 loss to Philadephia where Giddey linked up with Holgrem for a great play.

Giddey finished with 10 points, eight assists and seven rebounds and did not seem fazed by the allegations on the court.

Australian Boomers coach Brian Goorjian says NBA star Josh Giddey has his “full support.”

“It’s really out of my wheelhouse,” Goorjian said on the Gold Coast on Monday.

“All I’ve done is messaged him and let him know the support is there.

“I am going to go over in early December and see him face-to-face.

“I just want to let him know right now he’s got our full support.”

The Thunder are next scheduled to play against the Timberwolves in Minnesota on Wednesday.