The Bulldogs have lost a sponsorship deal potentially worth hundreds of thousands of dollars in the wake of the sex scandal that continues to trouble the club.
Bing Lee were just days away from signing a sleeve sponsorship deal with the club at the time the sex scandal broke.
The company says the feelings and reaction of their customers is what has led to the decision not to go ahead with the sponsorship.
Bulldogs Chief Executive Steve Mortimer was informed of the company's decision via telephone this afternoon.
The loss of Bing Lee as a sponsor comes hot on the heels of other companies, including Bradley Australia, confirming they are unlikely to renew deals with the club.
"Even if there are no criminal charges, players have broken their code of behaviour and there is no question about that," Bradley Australia CEO Oss Newhouse told The Australian earlier this month. "It's likely that we won't be renewing."
The Bulldogs sex scandal is expected to come to a head by the end of this week, with at least two players expected to be charged following the alleged sexual assault of a woman in Coffs Harbour last month.
NSW Police Detective Inspector Jason Breton today confirmed the Director of Public Prosecutions would most likely look at the case shortly.
"The victim of a very serious sexual assault right down from the comissioner has given us his support to work through this investigation slowly, effectively and professionally and bring it to a reasonable conclusion which will probably mean it will go the DPP for assessment," he said.