CommsDirect, the shirt sponsor of Cardiff City's football team, says it turned down a £500,000 offer from an undisclosed Asian online gambling company that wanted buy the advertising rights for last week's FA Cup final against Portsmouth.
The terms of CommsDirect's two-year shirt sponsorship with Cardiff City would have allowed the company to sub-lease its rights without financial penalty if it had wanted.
CommsDirect managing director Matt Burge admitted the offer was "tempting," but said "after discussing it with our board and then with Cardiff City we decided to reject it."
"We couldn’t really envisage fans turning up with CommsDirect on their shirts only to see the players running out onto the pitch with a different name on theirs," he added. "That would have looked bad for us.”