Crown Paints will not continue as head sponsor of Blackburn Rovers Football Club beyond this season.
The company has been the Barclays Premier League side’s partner since 2008, but following a takeover by Venky’s and the departure of long-serving chairman John Williams, it was decided not to renew its deal.
A statement from Crown Paints read: "Sponsoring the Blackburn Rovers’ shirts over the last three years has been a partnership we have really valued and been proud of. It has therefore been a very difficult for us to decide not to renew the contract when it comes to an end in May.
"We have really valued the excellent working relationship we have built up with chairman, John Williams, Tom Finn and Simon Williams, and wish to thank them all for this opportunity.
"We are disappointed to hear the news of John’s departure from the club. He was an incredibly respected chairman and admired by so many people, both on a local and national level.
"In line with our growth strategy, we are in the process of researching other opportunities to consider in the future."
Rovers’ head of commercial and marketing Simon Williams said that the search for a new sponsor had already begun.
"We have enjoyed a very good relationship with Crown Paints and would like to thank them for their support and hope that they remain a close friend of the club next season. We plan to discuss our on-going relationship in the very near future," Williams said.
"However, in this final year of the agreement they had not indicated that they would renew the shirt sponsorship and, as such, we have pursued, through appointed agents, a successor across global markets."