Celebrity Big Brother has lost one of its sponsors following this first week of the show.

Life Water has pulled out of their involvement with the show, after producers failed to remove Rodrigo Alves for using the n-word.

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Rodrigo received a formal and final warning by Big Brother - just one day into the new series.

So-called 'Human Ken Doll' Rodrigo was hauled to the Diary Room in Friday's show for using the 'N word' twice during a conversation with his fellow housemates on launch night.

Big Brother said: "Rodrigo before you entered the Big Brother house the rules regarding unacceptable language and behaviour were explained to you," explaining that his language was "highly offensive" to both viewers and other housemates.

Big Brother continued: "Your language was totally unacceptable and is something BigHow about this for a transfer deal — £500,000 up front for a player who would become one of the best wingers in England, make nearly 300 appearances for his club before the age of 26 and compete in two World Cups.

It seems too good to be true but those at Elland Road for Sunday’s FA Cup fourth-round tie will know otherwise. Seven-and-a-half years after leaving Leeds United, Aaron Lennon should play against his hometown team for the first time since he made the move to Tottenham for that initial £500,000 fee, payable because although Lennon was out of contract, he was only 18.

Although Lennon was excellent during 2009, Harry Redknapp’s first full year at Tottenham, his eighth season at White Hart Lane is shaping up to be