Consumerist reports that Target has announced the partnership will end at the end of this season.
The reason is a bit muddled. The retailer's hometown paper, the Minneapolis Star-Tribune, reports that Target will continue sponsoring a NASCAR team, so it isn’t as if the company wants to sever its ties with racing entirely and stop advertising to its fans. But sponsoring a team is pricey, and having teams in both major auto racing series is doubly expensive, so there is speculation that cost savings might be a motive. A Target spokeswoman told the Star-Tribune that the change is “really about injecting some newness around our approach to sports marketing.”