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Josh Giddey’s standing as one of the faces of breakfast cereal Weet-Bix appears to have vanished, at least momentarily, following the allegations made against him in the United States.

On top of his NBA contract with the Oklahoma City Thunder, the 21-year-old Giddey also has a number of sponsorship arrangements, including an ambassador deal with Weet-Bix.

It involves Giddey being the face of Weet-Bix’s ‘Every Bite Counts’ campaign while appearing in TV commercials and social media posts.
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The Victorian has been tied to the Sanitarium product for two years, but as Code Sports first reported, Giddey appears to be no longer found on the cereal’s social media accounts.

Alongside fellow athletes such as Alex de Minaur, Ellyse Perry, Marnus Labuschagne and Tim Cahill (who are not facing any allegations or probes), Giddey can be found on Weet-Bix cereal boxes.

It appears that he is no longer being featured on the company’s social media account, although a spokesperson for Sanitarium would not confirm and only said to Code Sports the company was monitoring the situation.

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

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

There is no suggestion police have been involved in the allegations.

The NBA has confirmed it is investigating the matter, which revolve around an allegation Giddey has been involved in an inappropriate relationship with a minor.

The allegations first arose via an anonymous social media post last Thursday, which has since been deleted, and Giddey said he was unable to comment on the allegations against him during a team media event on Saturday.

“I understand the question obviously, but there’s no further comment right now,” he said.

The Boomers star is currently in the third year of a four-year, $41m rookie contract with the Thunder, but could command significantly more in his next contract given his performances to date in the NBA.

The allegations against Giddey emerged when pictures and videos were posted to social media featuring the Australian with a young woman.

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

There are videos which feature Giddey supposedly talking to the girl’s brother, in which he says: “I’m here with your beautiful sister.

“Good luck for your season. I hear you’re going to Sacramento soon for a game so best of luck. We’re going to come up and watch you take care of business.”

In another video, where she appears to be standing in the background outside a nightclub, Giddey says: “What’s up my man? We’re at the front of the club, me and my girl, about to head back to mine.”

The legal age to attend a nightclub in the United States is 21.

Along with his NBA achievements, Giddey represented Australia at the 2023 FIBA World Cup and looms as a key figure for the Boomers at next year’s Paris Olympics.

Boomers coach Brian Goorjian was asked about the situation on Monday and stated Giddey has his “full support”.

The veteran coach is travelling to the United States next month to meet with Giddey and other Boomers playing in the NBA and expected to be made more aware of the situation.

“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.

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

Oklahoma City has not stood Giddey down after the emergence of the images and video, with the guard playing in last Sunday’s home loss to the Sixers.

The Thunder’s next match is on the road against Minnesota on Wednesday Australian time.

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