Main kit sponsorship not renewed

Hi all, I'm currently in the off-season of 2017 as Liverpool and my main kit sponsorship ended without being renewed. I've won numerous trophies including 2017 CL, so am confused as to why this is. If it was one of the small deals I wouldn't care, but I feel it is unrealistic for LFC to go without a major sponsor. Have continued playing to the end of the transfer window in the hope a new deal would pop up but that hasn't happened. Any feedback.