Yum, yum. Luis Suarez just took over Mike Tyson as the number 1 bite in sports history. The star forward for Uruguay's team is believed to have bitten a defender on Italy's team during the 79th minute of their match. Uruguay went on to win the match. FIFA has started investigations. As for the World Cup brand sponsors and other advertisers, they saw this as an opportunity for some real-time marketing:

Hola @luis16suarez, si te quedaste con hambre vení a darle un mordisco a una BigMac ;)

— McDonald's Uruguay (@McDonalds_Uy) June 24, 2014

Chew Trident. Not soccer players. #ITAvsURU

— Trident Gum (@tridentgum) June 24, 2014

If only Suarez had Whataburger before the game he wouldn't be so hungry.

— Whataburger® (@Whataburger) June 24, 2014

This can be your dinner... ITALIAN FLANK STEAK PINWHEELS: http://t.co/pyZoJUMm9c #WFMdish

— Whole Foods Market (@WholeFoods) June 24, 2014

There's no c̶r̶y̶i̶n̶g̶ #biting in baseball. pic.twitter.com/d4JGQhQVy1

— MLB (@MLB) June 24, 2014

I think it’s safe to say Uruguay was hungry for the win.

— TGI Fridays (@TGIFridays) June 24, 2014

Biting is only okay when you're made of cinnamon and sugar. #BanSuarez #WorldCup pic.twitter.com/SPsWYih153

— CinnamonToastCrunch (@CTCSquares) June 24, 2014

Fangs for the memories, Uruguay. #URU http://t.co/Uhx0XqyAem pic.twitter.com/S2fzMsLhPQ

— JCPenney (@jcpenney) June 24, 2014

Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS pic.twitter.com/3RAO537HjW

— SNICKERS® (@SNICKERS) June 24, 2014

We recommend a good swish after grabbing a bite of Italian. #WorldCup #PowerToYourMouth

— Listerine Global (@ListerineGlobal) June 24, 2014