British mobile operator Vodafone will end its seven-year title sponsorship of Formula One team McLaren at the end of the 2013 season, the team confirmed yesterday.

Vodafone said the sponsorship, which started in 2007 and was worth up to $75 million a year, was being ended following a review of marketing strategy.

“We’re immensely proud that, having been set a number of ambitious challenges by Vodafone back in 2007, together we’ve met or exceeded each and every one,” McLaren team principal Martin Whitmarsh said in a statement released at the season-opening Australian Grand Prix.

“Our focus is on continuing to drive results for all our partners throughout the 2013 season and we look forward to making a major title partnership announcement towards the end of the year.”

British-based McLaren won the world title through Lewis Hamilton in 2008, the second year of the Vodafone deal, and have also had another British world champion, Jenson Button, driving for them since 2010.

“We have been very happy with our engagement with McLaren,” Vodafone Chief Commercial Officer Morten Lundal said in a statement.

“Our relationship has been a key ingredient in bringing the Vodafone brand to where it is today. However, our brand is evolving, and we’ve concluded we will have less of a need for this kind of exposure in future.”