Zurich - Dubai-based airline Emirates will not renew its World Cup sponsorship with FIFA for the 2018 and 2022 tournaments.
The airline says the decision follows "an evaluation of FIFA's contract proposal which did not meet Emirates' expectations."
Emirates was FIFA's airline partner for three World Cups from 2006 through 2014.
FIFA typically retains six top-tier commercial partners signing up for at least two World Cups. The six 2014 World Cup partners paid a combined $700 million for the four-year commercial cycle.
Qatar Airways, from the 2022 World Cup host nation, could now replace Emirates.
FIFA declined to comment on "ongoing negotiations."
FIFA says restructuring Emirates' sponsorship strategy is "a decision that FIFA respects."
Emirates has major sponsorship deals with some top European clubs, including Arsenal, Real Madrid and Paris Saint-Germain.