Lineker has starred in the brand’s advertising since 1994 and has more recently starred alongside other celebrities such as Lionel Richie and Elle Macpherson.

Walkers says there is “absolutely no truth” in the claims made in the Sunday Express (14 August) and Daily Star today (15 August), adding that the Express has since taken the story down from its website.

Lineker is due to appear in an upcoming campaign for Walkers launching in September.

Miranda Sambles, Walkers marketing director, says: “There is no change whatsoever to Gary Lineker’s role or relationship with Walkers Crisps. He plays a crucial role in our next “Three Simple Things” ad campaign to be released in September, and we can assure you will continue to make people smile at his love for the nation’s favourite crisps for years to come.”

Walkers recently appointed Sebastian Micozzi as its new head of marketing to oversee marketing strategy for its Walkers snack brands in the UK.