Thomas Cook is not renewing its shirt sponsorship of Manchester City football club.
The vertically integrated tour operator blew the final whistle on the deal following the end of the football season on Sunday, which saw Manchester City finish 10th in the Premier League.
The shirt sponsorship deal has run for six seasons and although it has now ended, fans of the club will still receive discounts from the Thomas Cook Holiday Club.
Thomas Cook Group group chief executive Manny Fontenla-Novoa said: "Thomas Cook is a very different company to that of six years ago and now operates in 21 countries.
"During that time the needs of our business have changed significantly and we now have different strategic priorities."
The end of the sponsorship deal follows the recent expansion of Thomas Cook Sport, which has launched new deals for Premiership clubs including player and supporter travel, Match Breaks and Holiday Clubs.
Abu Dhabi based Etihad Airlines has signed a multi-million pound deal with the club to take over sponsorship. The new shirts will be unveiled on the club's pre-season tour of South Africa in July.