Super League will have a new sponsor in 2012 after Engage Mutual Assurance confirmed it was ending its seven-year title sponsorship.
The RFL is in discussions with potential new sponsors about replacing the deal, thought to be worth around £1.2m a year.
A new sponsor could mean a new logo and marketing strategy for Super League, with a new deal TV deal also being negotiated.
The RFL estimates that 24 million people watch live coverage and highlights across SKY and the BBC each season, putting Super League as the second most watched domestic league outside football.
Engage are now to focus their marketing on their new target audience of over 50’s. Karl Elliot, marketing director, said: “The title sponsorship has performed exactly as we hoped, providing great national profile for the Engage Mutual name and proving to be a great fit with our own values and family focus.
“Going forward we are considering other options to maintain the brand investment that Super League provided such a good return on.”