The controversy surrounding the National Football League continued to take its toll on the organization’s beleaguered bottom-line on Wednesday, after a ‘mega’ sponsor decided to pull its advertisements from future games for the remainder of the season.

In response to player protests during the national anthem, the owner of a New Jersey ‘mega’ car dealership decided to pull its ads for the rest of the 2017 season, or until league officials and owners crackdown on political demonstrations during the performance of the ‘Star-Spangled Banner.’

“The National Football League and its owners have shown their fans and marketing partners that they do not have a comprehensive policy to ensure that players stand and show respect for America and our flag during the playing of the national anthem,” said the owner of Flemington Car and Truck Company. “We have cancelled all of our NFL advertising on the Optimum and Infinity [cable] networks.”

“As the NFL parses the important nationwide issues of ‘social justice’ and ‘freedom of speech,’ it is clear that a firm direction by them is not forthcoming,” he added.

The NFL found itself in the midst of a media firestorm last month, following a string of player protests against the national anthem; prompting a steep decline in ticket sales, merchandise, and television viewership.