London:Vodafone will not renew its sponsorship of the England cricket team when the current four-year deal ends in 2010.
The mobile phone company, which has sponsored the national side for 12 years, said on Tuesday it will end the partnership after the winter tour of South Africa in January 2010.
The announcement comes amid a global financial crisis that has put pressure on sponsors of sports events and teams.
"As part of an ongoing strategic review of our sponsorship portfolio, we have decided not to renew this sponsorship agreement," Ian Shepherd, Vodafone UK's consumer director, said in a statement.
"We remain fully committed to the successful conclusion of the sponsorship at the end of the winter tour of South Africa and we look forward to an exciting summer ahead with the Ashes."
The England and Wales Cricket Board said it respected the decision.
"This, however, provides a wonderful opportunity for a new partner to come in to English cricket," ECB commercial director John Perera said.