Carphone Warehouse said it ended its $5.8 million sponsorship of "Celebrity Big Brother," the British show stung last season by charges of racism.
"We have concluded that the huge publicity around the show and our involvement within that means that now is the time for us to look for an alternative," the company said.
Channel 4, which broadcasts "Celebrity Big Brother," said in a statement that it was in talks with other companies to find a new sponsor.
"After three years the Carphone Warehouse has confirmed that it will no longer be sponsoring Big Brother," it said.
Carphone Warehouse and Channel 4 said they would continue to work together on other shows.