Western Force have been dealt a financial blow with the loss of their multi-million dollar sponsorship deal with Emirates.
The Dubai-based airline has not renewed its naming rights contract, worth about $1 million a year with the Super Rugby club.
The Force had been in negotiations with Emirates for more than four months after the airline indicated it was considering withdrawing its sponsorship.
Emirates has been the club's major sponsor since its inception and the previous deal, worth more than $3 million, was struck in 2010.
The first deal was inked in July, 2005, seven months after the Perth franchise won the rights to the new Super Rugby side.
The deals were aided by the airline's senior vice-president, Richard Vaughan, who has strong connections with WA rugby.
Last year, the Force posted a loss of $271,000 after a poor season and a revamp of their operation.
The club made a $402,000 profit in 2011, with the deficit coming after $500,000 was put into coach and player recruitment and upgrading the rugby department.
Force chief executive Mark Sinderberry said discussions for a new jumper-naming rights partner were advanced, with several potential sponsors.
"We want our corporate partners to have a passion for the Force and an involvement with the club. That benchmark has been set with Emirates in what has been a remarkable relationship," he said.
"This is the first time since 2006 that the front-of-jersey opportunity has been available and our discussions with potential major partners are already quite advanced and continuing."Emirates regional manager WA Darren Tyrrell said his organisation had enjoyed its association with the club.