After three World Cups, culminating with Germany’s stunning 1-0 win in Sunday’s final, Continental AG is reportedly dropping its sponsorship on the massive global event.

While final viewership numbers are not yet in, matches telecast over the month-long World Cup tournament drew billions of TV viewers. As part of its global sponsorship, Continental signage was clearly visible on signboards surrounding the pitch for each match in the 32-team tournament.

According to German media reports, Conti is interesting in sponsoring qualifying matches leading up to the next World Cup (in Russia in 2018), but not the final tournament. Instead, Conti reportedly wants to focus on sponsorships of “regional confederations, such as Europe’s UEFA.” Continental Tire North America is a sponsor of Major League Soccer in North America.

Continental began its World Cup sponsorship in 2006 when the event was held in Germany.