Sprint has decided not to extend its Nascar title sponsorship for the Sprint Cup Series, citing the need to focus on its core business. After the 2016 season, the telecommunications giant will allow the partnership to expire.
Nascar has partnered with Sprint for years. When the sponsorship started in 2004, it was originally called the Nascar Nextel Cup Series. The name later changed as a result of Sprint’s merger with Nextel.
This article originally appeared on Recode.net.