The insurance firm has decided not to extend its deal, which expires at the end of the 2013-14 Ashes series in Australia. Brit Insurance took over headline sponsorship from Vodafone in 2009.
The decision not to extend the tie-up will bring to an end their nine-year association with cricket after what the ECB claimed was “fundamental, structural and strategic change” in Brit Insurance’s business interests.
A spokeswoman for Brit Insurance says it will consider other sponsorship oppurtunities as the business looks to expand into international markets.
Brit Insurance has pared back its marketing after scrapping its marketing and communications team earlier this year.
Mark Cloutier, chief executive for Brit Insurance, says the company is “something very different to the business it was a few years ago.”
Brit Insurance’s logo appears on all playing and training apparel worn by the England’s men’s and women’s teams, as well as the England Lions and England Disability teams.
John Perera, commercial director at the ECB says: “Brit has benefited from significant exposure as both the men’s and women’s teams have achieved extraordinary levels of success since the partnership began in 2010.”