Crown Beverages is set to terminate its multimillion-shillings shirt sponsorship deal with 2015 SportPesa Premier League champions Gor Mahia FC,sources have told soka25east.

The contract for the current estimated Ksh 15 million-a-year shirt deal will not be renewed this year, sources have told Soka25east, as Crown beverages is unprepared to pay the same amount per season now being asked.

This confirms a report from the dimbasports ealier today, which also indicated that the brewers has terminated the contract.

Crown Beverages which is a subsidiary of England-based company SABMiller has been facing tough times.The last season deal saw the company becoming the second shirt sponsors for thee team after sports betting company SportPesa deal.

Crown Beverages did not comment on the reason behind the termination of the contract, or its future plans regarding sponsoring other sports teams. However, it seems that the brewers behemoth reached the decision based on the conclusion that it had failed to get value of the money as one of the goals it expected to accomplish when entering into the contract back in 2016.

During the period of sponsorship, Crown Beverages enhanced its brand recognition in Kenya and Africa through sports marketing while conveying its upscale image to local consumer.

The popularity of the club will almost certainly attract another sponsor,but they will have to bring a lot of zeros with them.