By James Atkinson
Bundaberg Distilling Co has confirmed it will not be renewing its sponsorship of the National Rugby League when the current contract expires at the end of this year.
The Bundaberg Rum brand has been one of the major sponsors of the NRL for five years.
"Across a number of levels, Bundaberg Rum has been a strong supporter of the NRL and we are proud of the contribution we have made to the game," Diageo said in a statement.
"The move is part of an overall change to our sponsorship strategy and not a reflection of any dissatisfaction with rugby league. We thank the NRL for the role they have played in helping connect our brand with the league community and we wish the NRL and their fans all the very best."
Media reports incorrectly touted Bundaberg as diverting its sponsorship spend to the Australian Masters golf.
It is actually Diageo's Talisker single malt whisky brand that was recently announced as the naming rights partner for the golf tournament, in a deal that was completely unrelated.
The tournament will now be known as the "Talisker Masters".