What do you do when the credit crunch starts to bite? Start shedding stuff that's not really core to your product line up.
Vodafone it seems has started to feel the pinch by announcing that after 12 long years it's ditching its sponsorship of the England cricket team at the end of next season - January 2010.
Ian Shepherd, consumer director at Vodafone UK, said in a statement: "As part of an ongoing strategic review of our sponsorship portfolio, we have decided not to renew this sponsorship agreement".
The English Cricket Board is clearly putting on a brave face over the loss of the big mobile operator, but with O2 already sponsoring the English rugby team and English football quite covered, perhaps they could turn to mobile operator 3 and somehow twist the "3 lions" motif.