IBM has announced the ending of one of its high profile sporting partnerships but not the one that was expected by many.
The company announced in New York that it was to end a nine year association as technology partner of the NFL.  The reason given was a difference of views over how the partnership should develop in the future.
The contract came up for renewal in March but negotiation since that time has failed to produce an agreement.  The relationship had included consulting and data management as well as use of the sports brand and other benefits.
During the course of those negotiations IBM ran into a storm over the failure of the Augusta National Golf Club to invite the company’s CEO Virginia Rometty to become an honorary member.  The home of the US Masters operates a ‘men only’ membership policy which has been criticised by many, including US President Barack Obama.
IBM has refused any comment on the issue and stated in relation to the ending of the deal with the NFL that “no other sponsorships were affected.”
This is the second major sponsor lost to NFL in the past two months with Motorola, now owned by Google, choosing not to renew a 13 year partnership as the official handset supplier back in April.
Much of the content rights in mobile are tied up in deal with Verizon Wireless and it may be that this is proving a stumbling block for secondary sponsors, even if they are paying for a contract worth more than €10 million.
Find out more about how Sport for Business can be of benefit to you
Subscibe today for the free Sport for Business daily news digest