Vodafone is cutting sponsorship spending in order to focus on its network and customer service, severing its ties with Cricket Australia and V8 Supercars.
The telco will not extend its contract with the Australian Test Cricket Team beyond March 2013.
Talking about the company's relationship with Australian cricket, Vodafone consumer business unit director Noel Hamill said: “Our sponsorship of the Australian Test Cricket Team has delivered exceptional value and great experiences to many of our customers, so the decision to conclude the sponsorship at the end of the 2012/13 summer has not been taken lightly.
"We feel that it’s best to refocus our investment and attention on delivering the best possible network and service experience to our customers.”
Meanwhile, the company's TeamVodafone sponsorship will finish up at the end of the 2012 V8 Supercar Championship.
Hamill said: “TeamVodafone has been an incredible, high-octane, excitement machine that has thrilled and inspired motorsport fans and our own employees around Australia.”
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at davidblight@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.