West Bromwich Albion have revealed their sponsorship deal with Zoopla was already due to expire in the summer, after the online property firm announced that it would be ending the deal following Nicolas Anelka's controversial goal celebration.
The firm, which are owned by a Jewish businessman, were reportedly unhappy at West Brom's decision to continue to play the French striker despite the controversy over the 'quenelle' gesture which is widely viewed as anti-Semitic.
"West Bromwich Albion has been fully aware since the sponsorship agreement came into force in June 2012 that its partnership with Zoopla could expire this summer and therefore has been planning accordingly," a club statement read.
"Zoopla has today informed the Club in writing that it does not wish to extend its sponsorship deal. The Club will now actively seek a new Official Sponsor for next season."
Anelka is due to play for West Brom in their Premier League game against Everton tonight.
West Brom sponsor Zoopla, who have announced that it will end its shirt deal with the club at the end of the season following Nicolas Anelka's controversial gesture, is co-owned by a Jewish businessman.
The online property firm, which is co-owned by Jewish businessman Alex Chesterman, was reportedly unhappy at West Brom's decision to continue to play Anelka despite the furore over the celebration.
The French striker made the controversial 'quenelle' gesture during Albion's 3-3 draw with West Ham United on December 28.
The gesture, which involves pointing one straightened arm downward whilst touching that arm's shoulder with the opposite hand, has been condemned by Jewish groups as a "Nazi salute in reverse."
Property website Zoopla has decided to end its sponsorship of West Bromwich Albion at the end of the current season after French striker Nicolas Anelka made a controversial gesture against West Ham United.
Zoopla said it had been reviewing its position as the principal sponsor of the Premier League side since the incident during a Premier League game in December.
Anelka sparked controversy when he made a gesture which is widely associated with anti-semitism in France whilst celebrating his goal during the 3-3 draw.
"Through our sponsorship of West Bromwich Albion we are pleased to have supported the local community and charities," Head of Communications for Zoopla, Lawrence Hall said.
"In recent weeks, however, we have decided to re-evaluate this sponsorship and as a result we will focus our attention on other marketing activities from the end of the season.”
The manager of West Bromwich has been sacked with "immediate effect", following consecutive losses in the Premier League.
In a statement on their website, the club said tonight:
Albion have won only seven of their 34 Barclays Premier League games during the calendar year – a 20 per cent win percentage yielding a total of only 31 points – despite a substantial investment in the first-team squad.
Joint-Assistant Head Coach Keith Downing will assume control of first-team affairs whilst the Club considers all available options for a new Head Coach.