Holsten Distributors is axing its 12-year sponsorship of Tottenham Hotspurs football club at the end of the season, and could pull out of sponsorship altogether.
The last deal the two companies signed nearly three years ago was worth Ãº1.9m over three years.
Tottenham is expected to announce a replacement sponsor within the next few weeks.
Both parties say the decision to part company was made by mutual consent, although Tottenham advertised for a replacement sponsor at the end of last year.
Holsten says it “would not rule out further sponsorship altogether” when the Tottenham deal comes to a close. But it adds it is not looking at further football sponsorship deals at the moment.
The company also says it will maintain its present marketing spend, which is more than Ãº12m.