SWANSEA City's shirt sponsors 32Red have reached an agreement to end their contract with the club a year early this summer.
The online betting company have been Swansea's primary sponsors for four years, but they have agreed to forgo their deal for the 2013-14 campaign.
32Red signed the initial contract when the Swans were still a Championship club but, having won the Capital One Cup and established themselves a Premier League side, Swansea are now looking to capitalise on their growing stature.
In a joint statement, the Swans explained that the decision had been taken in order to "engage with third parties who may be able to assist in the physical development of the stadium and support the club in its next phase of growth".
32Red's chief executive, Ed Ware, said: "It's been a fantastic relationship with the Swans. Our association has coincided with Swansea City's most successful period ever, so far.
"We will look back on the partnership fondly and wish the club the very best of luck for the future."
Swansea City's vice-chairman, Leigh Dineen, said: "I'd like to place on record the club's enormous thanks for the support that 32Red has given us over the last four years.
"They have been a pleasure to deal with and played an important factor in our progress.
"I feel we have some exciting opportunities in the market place and have agreed to conclude the agreement with 32Red one year early and on friendly terms."