Nike and EA Sports have both said they're not going anywhere.
It probably is up there with the Terry thing last year (as it seems there is not a lot of denying going on) - but as a United fan I will still be happy when he scores for us. Plus there won't be any of that Team Terry Team Bridge crap.
So far from my angle I have given this story a big 'meh'. Maybe its because we are hearing about so many sports stars doing these sort of numpty things.