Nationwide, Britain's top mortgage provider, has confirmed that it will not renew its sponsorship of the England football team, as a pre-World Cup gamble backfired on the sports governing body.
Nationwide said it was 're-focusing its marketing priorities', leaving the English Football Association without a partner following a disappointing World Cup.
The FA had taken a gamble before the tournament, turning down a Nationwide offer in the hope of landing a bigger one after a predicted impressive showing in South Africa.
But England went out in the second round after four uninspiring performances and the Nationwide withdrawal adds to the FA's woes.
Over the past 10 years, Nationwide had sponsored the Football League, the FA Cup, and the fifth-tier Conference.