Sony New Zealand's sponsorship of A-League football side Wellington Phoenix appears to have fallen victim to the global recession.
The company's managing director, Martin McManus, said today the company would not renew its sponsorship agreement for the 2009-10 season.
Mr McManus said the company had enjoyed being involved with the Phoenix and having its brand associated with football in New Zealand.
"But with our contract coming up for renewal we reviewed our sponsorship spend, and have had to make the decision not to continue past 2009."
Sony signed up as a sponsor late in 2007 for two years and had an option for another two years. The sponsorship sum was not revealed by the parties but was reported to be about $3 million a year.
Mr McManus said a challenging market environment in New Zealand and globally had resulted in Sony cutting back sponsorship expenditure.
Sony New Zealand will, however, remain closely connected with football through its global relationship with Fifa and regional activity for the upcoming World Cup.
Wellington Phoenix chief executive Tony Pignata thanked the company for its support.
"Sony has helped significantly in building the profile of the Phoenix and of football in New Zealand and we have enjoyed the two years together."
