Sky will not be renewing David Beckham's ambassador contract which has cost the network an astonishing £20million over four years.
The deal has seen Beckham star in three advertising campaigns and do a few days work a year for the Sky Academy grassroots sports initiative.
But even with Beckham's undoubted global appeal, that doesn't seem to offer much value for money for £5m-a-year, nor warrant Sky describing it as 'a great relationship'.
David Beckham's time as an ambassador for Sky has reached its 'natural conclusion'
Beckham will now focus on other ventures after his 'great relationship' with Sky came to an end
It is understood Sky were panicked into offering Beckham such generous terms in 2013 to stop him fulfilling a similar role with rivals BT Sport. They were just starting their Premier League coverage and Sky were obsessed at the time with smashing the new opposition.
A Sky Sports spokesman said: 'Sky's partnership with David Beckham has come to its natural conclusion. It was a great relationship with an iconic sportsman and we wish David all the best.'
Sky moved to employ Beckham in 2013 to stop him fulfilling a similar role with rivals BT Sport
More disgruntled former referees and linesman are complaining they haven't received an England cap, introduced in 2008 to honour officials who have represented their country at international level.
They include former elite referee Mark Halsey, who upset the establishment - as did former linesman Glenn Turner, who officiated in more that 100 matches, thus qualifying him for the cap.
Turner said: 'I was told by the FA referee's chief Neale Barry in August 2012 when I resigned that my cap was in the post. I'm still waiting. It seems to me if your face didn't fit with Barry or David Elleray then you didn't get a cap.'
An FA spokeswoman said it was thought Turner's cap was put in the post.
Former Premier League referee Mark Halsey is among several former officials complaining
The RFU say they had a list of 20