Reno Advertising is pulling advertising from ESPN’s live coverage of the NCAA Men’s Basketball Tournament.
The move comes after ESPN announced it would not renew its partnership with Reno for the upcoming NCAA men’s basketball tournament, which runs from March 10 to March 17.
The announcement comes just days after the NCAA said that its $1.4 billion television rights deal with Renos was due to expire on July 31, 2018.
The decision to pull the ads came shortly after ESPN’s decision to remove its ads from its live coverage.”ESPN will no longer be providing a live video stream of the men’s college basketball tournament on the ESPN3 platform,” ESPN told ESPN.com.
“We are very disappointed in the decision, and we look forward to a smooth transition of our live broadcast rights to Renos, which will help us provide the best possible viewing experience for all fans.”
The decision comes after several years of discussions between ESPN and Renos and comes at a time when other major media companies are also pulling advertising.
In April, the NCAA announced it had sold the rights to broadcast all games on its website, and a month later ESPN announced that it would no longer broadcast the NCAA men, women, and basketball tournament games.
In January, ESPN announced plans to launch a digital channel that would stream its games on the Xbox 360, PlayStation 3, Apple TV, Roku, Amazon Fire TV, Xbox One, and Android devices.
Renos was founded in 1998, and it currently has more than 40 offices in the U.S. and around the world.
ESPN owns 30 percent of the company, while Renos operates the rest of the business.