Pizza
Hut have ended their estimated £2million-a-year sponsorship of Fulham.
The company have confirmed they will not take up their option of a second
year's sponsorship.
UK marketing director James O'Reilly revealed the firm did want to sponsor
Fulham again next season - but could not thrash out a deal.
O'Reilly said: "We enjoyed working with Fulham and were considering
renewing the sponsorship for the 2002/03 season.
"We invested lengthy time in negotiating terms of the deal and made
an informed offer in line with what we believe the market value of sponsorships
of this type are worth.
"However, as sometimes happens with sponsorships, it could not be
extended. We wish Fulham every success for the future."
Fulham admitted "extensive discussions" had taken place with
Pizza Hut and that sales and marketing director Juliet Slot did not pass
up on the opportunity to sell the club to any new potential sponsors.
She said: "We're disappointed we could not reach an agreement that
the club and Pizza Hut found acceptable.
"We believe Fulham have enormous potential for any brand."