Warning, alliteration: of all things, alliance.
So: "It just makes little sense to be visible now," they say at Allianz, referring to their Olympic advertising partnership and the toxic games in Beijing.
Now the visibility of the insurer is to be dimmed down so that the company is not immediately associated with the show in China.
If you could have known the games were long gone by the time the contract was signed.
But sponsor loyalty is a sensitive issue, also in the opposite direction.
The Formula 1 world champions from Mercedes got involved with the Irish building insulation manufacturer Kingspan, although it is not yet clear what role its insulation played in the fire in London's Grenfell Tower in 2017, which 72 people did not survive.
The criticism came very quickly and violently, not least from the British government.
Team boss Toto Wolff had apologized to the bereaved before the race on Sunday in Saudi Arabia.
On Wednesday, the team announced that the deal had been dissolved.
Proceed clearly.