Stobart Group is to end its title sponsorship of rugby Super League at the end of the 2012 season.
The company secured title naming rights at the start of this year in a three year deal which saw Eddie Stobart lorries carry a special livery to promote the sport and build the Super League brand.
The company said this had helped contribute to a 45 per cent increase in television audiences from 2011 and attendance numbers at games have seen a significant boost.
Stobart Group’s backing of Super League club Widnes Vikings is unaffected and continues.
Andrew Tinkler, Stobart Group chief executive, said: “The plan was always to review the partnership after the first year and we’ve decided to step back and allow the RFL to work with commercial partners that can offer the financial support it needs to further develop. As such both parties have mutually agreed to end the collaboration at the close of the season.”