Steve Rannazzisi's 9/11 lie just bit him where it really hurts -- the wallet ... Buffalo Wild Wings is yanking its commercials starring Steve.
One of the spots ... which co-stars NFL Hall of Famer Emmitt Smith ... has been in heavy rotation lately as the NFL season began. Rannazzisi has done several different commercials for the restaurant.
Buffalo Wild Wings is the first company to pull out of any deal with Rannazzisi since he confessed to lying about being in the World Trade Center during the 9/11 attack. He has a special scheduled to air this weekend on Comedy Central ... which says it's still evaluating the situation.
"The League" star was out in L.A. on Thursday, looking ... well, looking like a guy who's feeling the backlash from a big mistake.