Sanitarium explain Weet-Bix’s erasure of multi-million man Josh Giddey amid NBA investigation

Josh Giddey’s lucrative partnership with Weet-Bix appeared under threat after the iconic Australian breakfast cereal began wiping the NBA star from their social media accounts.

Weet-Bix says the removal of Josh Giddey from their social platforms was to reduce the negative commentary around his pending NBA investigation.

Giddey, who is on a multi-million four-year deal as an ambassador, has been one of the faces of Weet-Bix for the past two years but as CODE Sports revealed the company has removed videos and posts from its social media accounts featuring the Boomers World Cup star.

Despite appearing to erase any trace of Giddey from their social channels, on Monday parent company Sanitarium said it was monitoring the fallout of the investigation.

CODE Sports had contacted Sanitarium on Monday afternoon, but didn’t receive a response until Tuesday morning.

The company stressed it had deleted all posts including Giddey to avoid unsavoury comments, amid the NBA’s ongoing investigation into the guard for potential inappropriate behaviour with a young female.

“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.”

Josh Giddey on the back of a Weet-Bix box. Picture: Reddit

Giddey is on a four-year deal with Weet-Bix, as the face of an ‘Every Bite Counts’ campaign.

He has appeared in television and social media posts for the company, like a host of Australian athletes, including footballer Tim Cahill, tennis star Alex de Minaur and cricketers Marnus Labuschagne and Ellyse Perry.

Giddey’s face also adorns Weet-Bix boxes across Australia.

CODE Sports contacted Sanitarium again after all references to Giddey were removed from their Facebook and Instagram accounts, but had yet to receive a response at the time of publication.

The decision comes as the NBA works through its investigation into Giddey.

The drama started last Thursday when pictures and videos were posted to social media featuring Giddey with a young woman.

Giddey is one of the faces of Weet-Bix. Picture: Twitter

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

It is unclear when or where the images were taken, the exact age of the female who is with Giddey or the nature of their relationship.

Another video emerged in recent days, appearing to show Giddey and the woman dancing inside a nightclub.

The age of consent in the US varies between states from 16 to 18 years of age. The legal age to enter a nightclub is 21.

NBA spokesman Mike Bass confirmed to CODE Sports the league was probing the veracity of the allegations involving Giddey.

“We are looking into it,” Bass said.

Police are not believed to be involved at this stage.

The Oklahoma City Thunder guard, at a Saturday media call, was asked about the allegations ahead of last weekend’s home clash against the Philadelphia 76ers.

Giddey in action against Philadelphia last weekend. Picture: Zach Beeker/NBAE

Giddey said he was unable to comment.

“I understand the question, obviously, but there is no further comment right now,” Giddey said.

Asked again, he said: “I get the question guys. I completely understand you guys want to know about it. But just for right now, I don’t have anything to say.”

Giddey put aside serious allegations on Sunday to produce a classy display in the Oklahoma City Thunder’s close 127-123 loss to the Philadelphia 76ers on Sunday.

Some Thunder fans questioned why Giddey played during an active investigation over possible inappropriate behaviour with a female, but he had the club’s backing and finished with 10 points, seven rebounds and eight assists in his 25 minutes on the floor.

Giddey is due to return to the court on Wednesday (AEDT) when the Thunder travel to Minnesota to play the Timberwolves.

It will be Giddey’s first away game since the allegations were aired.

Originally published as Sanitarium explain Weet-Bix’s erasure of multi-million man Josh Giddey amid NBA investigation