Lucky Goldstar (LG) has pulled out of an undisclosed, multi-million pound deal to sponsor the Welsh Rugby Union national team because it could not agree the size of the LG logo on the shirt, with kit maker Reebok.
Reebok is also the main sponsor for the Welsh national side and LG backed down from the deal when Reebok refused to allow LG's logo to emblazoned across the shirt.
The breakdown in negotiations is an embarrassment to all parties which announced that a major deal was in the offing and was due to be revealed this morning at a press conference in Cardiff.
A spokesperson for LG said that "LG doesn't like being messed about and after a wrangle over the size of the logo, it is considering other options."
LG in particular feels agrieved after investing £1.9 billion in a monitor and semiconductor plant in Newport, South Wales. The company saw the sponsorship as a cementing of its relationship with the region.