Several of Liu Xiang's sponsors have said they will continue to support the track star despite his untimely departure from the Beijing Olympics.

Sports brand Nike has already changed the tag line of one of its print advertisements featuring Liu to read "Love Sport Even When It Breaks Your Heart".

The company said in a statement Tuesday that it is proud of the association it has with Liu and is looking forward to his return to the track.

A pedestrian walk past a huge billboard displaying Chinese hurdler Liu Xiang along a street in Shanghai on August 19, 2008. [Agencies]

The hurdler is regarded as one of Nike's biggest weapons in its battle with long-term rival and Olympic sponsor Adidas.

Coca-Cola has also said it will continue to endorse Liu.

"The sponsorship relationship with Liu will not be affected. We wish him a fast recovery," spokesperson Brenda Lee said Tuesday.

On Monday, credit card firm Visa issued a statement saying, "He (Liu) will always be a great Chinese icon and a friend of Visa."

Liu was China's best hope of an athletics gold medal at the Beijing Games and his image adorns countless advertising billboards across the country.

Last year, he put his name to 14 brands, including Lenovo, Amyway's Nutrilite and China Mobile. This year, he added Chinese insurance firm Ping An and automaker Cadillac to his list.

According to Forbes magazine, Liu made 163 million yuan ($24 million) last year from sponsorship deals, placing him second only to basketball giant Yao Ming.

While millions of fans were left heartbroken after an Achilles tendon injury forced Liu to hobble out of the Birds' Nest, media industry insiders have said his departure could cost the runner as much as 100 million yuan in lost earnings.