( CNN ) -- While Uruguay 's star striker faces an uncomfortable wait to see what his alleged chomp on Giorgio Chiellini will mean for the rest of his World Cup -- and possibly his international future post-Brazil -- the world was equally aghast and amused at the sight of the footballer 's on-field antics . Luis Suarez , who plays his club football for English Premier League team Liverpool and has just come off the back of an inspirational season , appeared to bite Italy defender Chiellini towards the end of their World Cup group game . He was n't punished on the pitch , and Uruguay duly went on to win the match , knocking four-time champions Italy out in the process . Suarez is a national hero in Uruguay , a truly world-class player from this small but football-obsessed nation . His inclusion in the team despite a recent injury layoff has inspired La Celeste to two wins and qualification to the next round . Unrepentant . But while the world howls in barely-concealed glee and indignation at the incident , the Uruguayan press is remaining po-faced about Suarez ' latest on-field folly . Montevideo 's fourth estate mostly played down the incident , with El Pais leading with the fact that FIFA will investigate the incident , alongside a fairly sympathetic report carrying comments made by Suarez to TV station Channel 10 Uruguay , in which he played down his part in the scuffle . `` These things happen in the ( penalty ) box , '' an unrepentant Suarez was reported as saying . They certainly do , if only for him . This is the third time he 's been accused of baring his fangs on the pitch , following incidents in Holland and England . In 2010 he received a seven-match ban for a bite on PSV Eindhoven 's midfielder Otman Bakkal , and was sanctioned again in 2013 for gnawing on Chelsea 's Branislav Ivanovic . That earned him ten games on the sidelines . He was also accused of racially abusing French international Patrice Evra during an EPL match , earning him an eight-game ban . He also has World Cup form , ruining Ghana 's hopes of progressing last time out with an obvious handball . In South Africa , too , he seemed to show little remorse . Support . The player received the immediate backing of his international manager . `` If you continue to attack we will see how to defend Suarez , '' Uruguay coach Oscar Tabarez said , quoted in the Uruguayan edition of futbol , com . `` This is a World Cup and not cheap morality . '' The site also carried a piece slamming the English press ' reaction to their pantomime villain 's latest on-field snack . The Uruguayan reaction was n't all denial , however . McDonald 's in Uruguay got in early with a twitter joke at the national hero 's expense , inviting him to come assuage his hunger at one of their restaurants : `` Hey @ luis16suarez , if you 're still hungry take a bite of a Big Mac . '' The refrain was echoed around the twittersphere , with a number of companies bearing toothy grins as they made light of Suarez ' actions . # suarez and # bansuarez also trended for hours after the game . FIFA has opened proceedings against the forward , for breach of FIFA disciplinary code . FIFA added that Suarez and/or his national association are invited to provide their position and any documentary evidence they deem relevant , with a 5 p.m. ( Brasilia time ) deadline . How social media chewed up Luis Suarez . FIFA starts disciplinary action against Luis Suarez after biting claims . 5 things : What to watch for at the World Cup on Wednesday .
While world 's press froths at the mouth , Uruguay defends its hero . Uruguay coach backs striker accused of biting opponent . Luis Suarez has history of on-field incidents , including two previous bites on opponents .