The Transport Accident Commission have torn up their sponsorship agreement with Geelong after Joel Selwood was caught speeding.
The Cats skipper, an Australian Grand Prix ambassador, lost his licence for a month and was fined after he was clocked at 127km/h in a 100km/h zone in February.
The TAC's decision ends an 11-year partnership with the AFL club.
"In January 2015 the GFC stated publicly that in the event of any further serious incidents the partnership would be relinquished, and the TAC respects the club's integrity," a statement released by the TAC read.
"Both the TAC and the Cats will continue to explore opportunities to work in the community to reduce road trauma going forward."
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Star midfielder Patrick Dangerfield played a major role in the TAC's recent campaign to promote road safety in and around Geelong.
The club made the undertaking to end the agreement if any further transgressions occurred after former ruckman Dawson Simpson was caught drink driving.
Cats chief executive Brian Cook said a tipping point had been reached with Selwood's indiscretion.
"I think with seven incidents in 10 years they probably lost a bit of patience and understandably have indicated that the relationship won't continue," Cook told SEN.
"We promised that if there was another major incident we would pull out.
"I think they've been reasonable but the contract was always going to be hard to fulfil because there are behavioural expectations on players.
"And sometimes when you've got males 18 to 33 years of age these things happen.
"It's just difficult to manage a contract like this but we've done our best."
Cook denied the deal was worth a reported $750,000 annually, adding it was less than a third of that figure.
Collingwood was forced to end its lucrative sponsorship agreement with the TAC in 2008 after Sharrod Wellingham, now with West Coast, was booked for drink driving.
