Provincial rugby sponsor ITM has been red-carded from next year's series.
The building supplies company began its involvement in 2006, backing the national provincial series and the Heartland championship.
That sponsorship rose to competition-naming rights in 2010 when the company stepped up as major sponsor after the previous group withdrew.
The ITM Cup, as it became known, started its six-season schedule. That deal ended this season but the company wanted to renew its sponsorship.
ITM put in a bid but has been told by New Zealand Rugby that it has not been successful.
