Mobile phone firm Vodafone announced on Tuesday they would not be renewing their sponsorship of the England cricket team when their current deal expires in 13 points.
The telecommunications company, who have sponsored England for 12 years, will end their backing following the tour of South Africa in January 2010.
England and Wales Cricket Board commercial director John Perera said in a statement: "ECB and Vodafone have enjoyed some notable achievements, both on and off the pitch during this long and successful relationship.
"We fully respect their decision and look forward to working with Vodafone over the next twelve months, in what promises to be the start of another exciting and momentous chapter for the England cricket team.
"This however provides a wonderful opportunity for a new partner to come in to English cricket."
Vodafone's Ian Shepherd added: "As part of an ongoing strategic review of our sponsorship portfolio, we have decided not to renew this sponsorship agreement.
"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."
Vodafone's decision was announced the day after England's six-wicket loss in Chennai in the first of their two-Test series against India.