Gardening charity the Royal Horticultural Society is seeking a new sponsor for the Chelsea Flower Show after Saga Insurance, the sponsor of this year's event, decided not to extend its one-year contract.
Andrew Goodsell, chief executive of Saga Insurance, said: "The success of Saga is built largely on our expertise in direct marketing, but we plan to continue to experiment with sponsorship in other areas."
The RHS is also seeking sponsorship for the flower show's Charity Gala Preview, a corporate networking event popular with the chief executives of FTSE 100 companies.
The society declined to say how much the Saga sponsorship was worth, but revealed that the funds were used to finance activities including the training of gardeners, research into plants and pests, and school projects.
Stephen Bennett, director of shows at the RHS, said: "Together or separately, the show and the gala offer sponsors a huge range of possibilities to construct a highly individual communications programme."
Next year's show is scheduled to begin on 22 May.