Former Baywatch lifeguard David Hasselhoff was left feeling all at sea today, with the news that broadband provider Pipex has terminated its relationship with the stricken star.

A statement from the firm issued today announced that the Hoff will no longer be featured in Pipex's advertising campaigns.

The announcement brings an end to a memorable promotional campaign that saw the Hoff trumpet the ISP's "sexy prices" almost as loudly as his self-proclaimed status as King of the Internet.

Pipex' move has fuelled speculation that the ISP moved to end its association with the be-mulleted one due to his problems with alcoholism, which were ironically enough first exposed on the internet via a video posted by his daughter on YouTube.

Pipex is currently seeking buyers for its web hosting and business service, having sold its broadband and voice services to Tiscali.

Neither the Hoff, nor Kitt his talking car could be reached for comment.