Marketing expert Harry Daniels, speaking in today's Sun, claims the scandal may have shaved £30m off Rooney's value as a number of potential sponsors look set to shun him for a more clean-cut star.
"He was a sponsor's dream because of his enormous ability, high profile and youth. But now few firms will knowingly want to associate themselves or their products with prostitution," Daniels told the paper.
Daniels' comments come amid reports that the Royal British Legion may be rethinking its plan to use Rooney for this year's Poppy Appeal.
A source from the charity told The Sun that a meeting would take place later this week to decide on whether to alter the plan. The source said several charity members were "horrified" by Rooney's behaviour.
Prostitution allegations first emerged last month, when it was reported that Rooney had a fling with a call girl. Further allegations emerged this weekend, when Rooney was said to have been caught on CCTV leaving a brothel in his home town of Liverpool.
The Sunday Mirror went into extensive detail, linking the Everton and England star to several prositutes, including a grandmother and a mother of six.
The footballer is said to have signed autographs while at the brothel, where he paid £45 a time.
The situation is similar to that faced by David Beckham when allegations of an affair with Rebecca Loos broke. However, he has managed to hold on to all his key sponsors including Vodafone, which last week rewarded him with a new deal.
Rooney's sponsors include Nike and Coca-Cola.
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