Manchester United are to terminate their shirt sponsorship deal with Vodafone at the end of the season, midway through a four-year contract.
The Red Devils reap £9 million per year from the current agreement, but that will finish at the campaign's conclusion.
The present arrangement only started ahead of the 2004/05 season, but both parties have decided to bring the deal to a premature end.
A joint statement issued by the two parties suggested that United feel they can generate more money via a new shirt sponsor.
The joint statement reads: "Manchester United believes that the shirt sponsorship market has greatly increased in recent years, while Vodafone wishes to build on its successful sponsorship of Manchester United in new, exciting areas.
"Both Vodafone and Manchester United are keen to continue their successful relationship and the parties are exploring an ongoing sponsorship deal."
Vodafone are the world's largest mobile phone company by revenue and have been connected to United since 2000.
The Premiership giants are yet to secure a new shirt sponsor, but the club are confident that a lucrative agreement will be reached.
United's commercial director Andy Anson said: "Vodafone has been a fantastic partner for the club since 2000.
"The Manchester United shirt is the most iconic in sport. The club feels that, in the current market, there is a genuine chance to attract significant additional investment.
"Initial soundings and discussions with a number of world class potential partners have been very encouraging and we are confident of securing a new deal in the coming months."
Meanwhile, Vodafone have also announced that, from next season, they will be an official partner, and the official mobile network, of the UEFA Champions League.
The Red Devils reap £9 million per year from the current agreement, but that will finish at the campaign's conclusion.
The present arrangement only started ahead of the 2004/05 season, but both parties have decided to bring the deal to a premature end.
A joint statement issued by the two parties suggested that United feel they can generate more money via a new shirt sponsor.
The joint statement reads: "Manchester United believes that the shirt sponsorship market has greatly increased in recent years, while Vodafone wishes to build on its successful sponsorship of Manchester United in new, exciting areas.
"Both Vodafone and Manchester United are keen to continue their successful relationship and the parties are exploring an ongoing sponsorship deal."
Vodafone are the world's largest mobile phone company by revenue and have been connected to United since 2000.
The Premiership giants are yet to secure a new shirt sponsor, but the club are confident that a lucrative agreement will be reached.
United's commercial director Andy Anson said: "Vodafone has been a fantastic partner for the club since 2000.
"The Manchester United shirt is the most iconic in sport. The club feels that, in the current market, there is a genuine chance to attract significant additional investment.
"Initial soundings and discussions with a number of world class potential partners have been very encouraging and we are confident of securing a new deal in the coming months."
Meanwhile, Vodafone have also announced that, from next season, they will be an official partner, and the official mobile network, of the UEFA Champions League.
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