Johannesburg - The partnership between the Golden Lions Rugby Union and MTN South Africa came to an end as of Friday with the company opting not to renew their sponsorship of the GLRU teams.
After a fruitful three-year relationship, the telecommunications giant have chosen to realign their sponsorship portfolio and will no longer sponsor a rugby outfit.
"As with normal business practices, MTN underwent a review of its sponsorship portfolio, taking into consideration the alignment to the business objectives for the next cycle, and we have decided not to renew the sponsorship contract with the Golden Lions Rugby Union," the company's local chief marketing officer Brian Gouldie said in a statement.
"MTN has had an exciting three-year partnership with the GLRU since 2011, during which time the 'Pride of Johannesburg' performed admirably, lifting the Currie Cup.
"We wish the GLRU all the best in the years ahead in the Super Rugby, Currie Cup and all other competitions."
The GLRU said it was grateful for the support and, while it is always difficult to part with a title sponsor, the union was currently engaging with other parties for support.
"We at the Lions believe that we possess a great capacity for brand building, alongside our sponsors, and feel that this certainly has been a most mutually beneficial relationship with MTN," the union's president Kevin de Klerk said.
"Although we sincerely regret being unable to continue our sponsorship with MTN, this leaves the GLRU open for further discussions with additional sponsors, with whom we are currently engaging."