Verizon is touting its new four-year wireless mobile deal with the National Football League.
The contract ends Sprint's official NFL sponsorship that ran for five years.
A Sprint spokeswoman said cost was a big issue.
"We made the decision not to extend the sponsorship after the price-tag reached a point where we questioned the return on our investment," Melinda Tiemeyer said.
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She added that the NFL contract does not change Sprint's affiliation with individual NFL teams such as the Kansas City Chiefs, Indianapolis Colts and others.
Sprint still sponsors the NASCAR Sprint Cup Series and the U.S. Ski and Snowboard Association.
The NFL deal allows Verizon to offer its mobile customers live viewing of the league's Sunday night and Thursday night games, game highlights video, live radio broadcasts of games, NFL alerts and ringtones, live coverage of the NFL draft in April and other features.