However, the chain has confirmed that his girlfriend, Coleen McLoughlin, will be a permanent fixture.
Rooney will continue to be used into August as the face of Asda's World Cup tournament for kids, which culminates mid-month in a final. However, an Asda spokesman said it was never the intention to use the football star beyond its summer World Cup activity.
"The media tried to position Wayne as the new face of Asda, but that was never the case. "Coleen, however, is the permanent face of our Must Have range."