Holmes show sponsor Charlie's has called an urgent board meeting tomorrow to review the future of its arrangements with TVNZ.
Charlie's stepped into the breach a year ago when Mitsubishi NZ pulled its sponsorship after Holmes referred to Ghanaian UN secretary-general Kofi Annan as a "cheeky darkie" on his NewstalkZB radio show.
The company is fronted and part-owned by television personality and former All Black and Kiwis rugby league player Marc Ellis.
Ellis today told NZPA Charlie's would be reviewing its sponsorship deal with TVNZ but no decision had been made.
"It's so hot off the press that we haven't really given it much thought. We've got a board meeting that we've called urgently tomorrow."
He agreed that the Holmes sponsorship was a substantial part of the Charlie's advertising budget but would not say how much it was worth.
"From a personal level of course we're disappointed but we're happy for Paul.
"It's been very good for us and we're just disappointed that Paul's moving because we wanted to continue that association."
Ellis has previously said the Holmes sponsorship cost the "vast majority of our marketing budget".
When asked today if Charlie's would stay with TVNZ or follow Holmes to Prime, Ellis would only say the company would be reviewing its advertising and sponsorship.