Vodafone has announced that it is ending its £4m a year 12-year sponsorship deal with the England and Wales Cricket Board after next winter's tour of South Africa.

The telecommunications giant has long used marketing and sponsorship in sport to promote itself in local and global markets.

The withdrawal from cricket reduces its sporting portfolio to a £30-40m a year deal with F1 Team McLaren and other local deals with the Australian rugby union team and Gaelic football in Ireland.