QBE will not to extend its two decades-long sponsorship of soccer club Perth Glory.

The insurer says it plans to adopt a “greater gender balance” in its marketing.

“QBE undertook a comprehensive review of its sponsorship strategy with a desire to diversify the portfolio geographically, culturally and to provide a greater gender balance through our properties,” a spokesman told insuranceNEWS.com.au.

“After 20 cherished years with Perth Glory, and in line with the portfolio review, the end of this [A-League] final series will draw the partnership to a close.

“We have treasured our time as the Glory’s major partner. We wish them all the best for the finals and will continue to follow their fortunes with keen interest.”

The team this month claimed its first Premiers Plate for topping the A-League ladder.