Zoopla has axed its deal with West Brom following Anelka’s controversial goal celebration.

The property portal is severing its ties to the club after weeks of deliberation following the player’s controversial ‘quenelle’ goal celebration. The gesture, which is said to have anti-Semitic connotations, is understood to have sparked fears from the property portal over tarnishing it Jewish roots.

Lawrence Hall, head of communications at Zoopla, says: “Through our sponsorship of West Bromwich Albion we are pleased to have supported the local community and charities. In recent weeks, however, we have decided to re-evaluate this sponsorship and as a result we will focus our attention on other marketing activities from the end of the season.”

Zoopla’s two-year deal with the club ends this season and the business says it has decided to focus its attention on other marketing activities moving forward.

The announcement comes just days after it was first revealed to Marketing Week the property business was on the brink of walking away from the West Midlands club.

West Brom said at the time it would not comment on the matter until after Football Association has concluded its investigation, which is due later today (20 January).

West Brom could not be reached by the time this article was published.