Verizon opted to let its sponsorship contract with luge's national governing body expire on December 31.

The company began assisting USA Luge informally in 1980, signing an official deal as a backer in 1985.

That contract was last renewed in 2002 and worth an estimated $1 million (£645,000) annually.

"In the world of sports sponsorship, a company's marketing direction is influenced by its changing business goals," said USA Luge chief executive Ron Rossi.

"What made sense yesterday may no longer fit into its plans for tomorrow."

The company, over those 30 years, became the team's official sponsor as it changed brands to NYNEX, which, in turn, gave way to Bell Atlantic and now Verizon.

"While sponsorships of all types come and go, only a very few will ever span a period of this length," said Rossi.

Norton/Saint-Gobain, a team supplier over the same 30 years, based in Worcester, Massachusetts., has assumed the role of primary team sponsor through the 2014 Winter Games in Sochi.

During the course of the sponsorship with Verizon, USA Luge had the financial ability to recruit nationally via the Slider Search, and found athletes like Brian Martin, who helped his doubles team win silver and bronze medals at the Winter Olympics at Salt Lake City in 2002 and Nagano in 1998.

The Verizon summer circuit also produced 2009 world champion Erin Hamlin (pictured), whose father is a current Verizon employee.

With Verizon as team sponsor, USA Luge was able to attend all major events each season at both the senior and junior levels and captured four Olympic medals, two World Championship gold medals, two World Championship silver medals, six World Championship bronze medals and three World Cup overall titles. 

"That's why the New Year is tinged with some sadness as we say goodbye to a great partner in Verizon," said Rossi.

"But at the same time, it's fitting to offer this public expression of thanks for helping our athletes so significantly throughout so many years in their respective quests to achieve their dreams and ultimate goal of standing on the medal podium."