Volkswagen is to end its six-year sponsorship of Leinster Rugby at the end of this season.

The company became the official car supplier to the team in 2009 and renewed the deal for a further three seasons in 2012 but has decided not to sign a fresh agreement.

The manufacturer says its relationship with the IRFU, to which it is also the official car supplier, meant there was a “huge degree of overlap” between the deals.

Ireland coach Joe Schmidt is also one of Volkswagen's brand ambassadors, and the money freed up from ending the Leinster sponsorship is expected to be used to pursue other marketing deals.

The company recently agreed a six-figure sponsorship of The Ray D'Arcy Show on RTÉ Radio 1.

Leinster Rugby's main sponsor is Bank of Ireland, which has stepped up its activity around the team in recent times.

Several of its key players also have individual relationships with other car dealerships – meaning that despite the sponsorship signed at team level, they were driving cars other than Volkswagen.