International hotel chain Radisson has suspended its sponsorship of American football team the Minnesota Vikings in light of child abuse charges against one of its players, Adrian Peterson.
Running back Peterson was charged by Texan authorities on 12 September with causing negligent injuries to his four year son, in which he repeatedly hit the infant with a branch.
Despite being convicted by a court of law, the 29-year-old was reinstated to the Vikings team.
The club's sponsors have not been so forgiving however. The Radisson has said that it will mull over its options before making a decision.
"Radisson is suspending its limited sponsorship of the Minnesota Vikings while we evaluate the facts and circumstances," the company said in a statement, before adding that it "takes this matter very seriously, particularly in light of our long-standing commitment to the protection of children".
A spokesperson for the Minneapolis team said that they "respectfully honoured" the hotel's decision.
Other major sponsors of the NFL franchise have also voiced their concerns in regards to violent episodes in the private lives of the players, with the most high profile incident involving Ray Rice of the Baltimore Ravens, who was filmed dragging his unconscious girlfriend out of an elevator, having just knocked her out.
This prompted major sponsors such as McDonalds, Visa, Campbell Soup Company and Anheuser-Busch to tell the NFL that it needs to take action.
NFL responded by saying: "We understand. We are taking action and there will be much more to come."
Allegations of child abuse began to surface when celebrity gossip site TMZ published an image of Peterson's son, who had slash wounds across his legs.
The prosecution then discovered that Peterson had whipped his son with a tree branch on his back, buttocks, ankles, legs and genitals.
Peterson denies that he is a child abuser, saying that he was only disciplining his son.
"I am not a perfect son. I am not a perfect husband. I am not a perfect parent, but I am, without a doubt, not a child abuser," he said at his conviction on 12 September.
"I am someone that disciplined his child and did not intend to cause him any injury."