Queenstown's Winter Festival is in need of a new naming sponsor.
Festival manager Lisa Buckingham said it would not affect this year's programme.
And she said it was not the reason for chopping the festival from 10 days to four.
''It wasn't anything to do with the satisfaction of the event at all. In fact, [American Express] was highly supportive of the new four-day format,'' she said.
''It ... actually thought it would invigorate the event. The fact it has chosen to stay a key sponsor shows how it values the relationship.''
Ms Buckingham would not confirm if it was in negotiations with other big players, saying those discussions were ''highly confidential''.
She also said it was a ''commercially sensitive issue'' whether American Express would put in less money as a key sponsor, rather than the title sponsor.
The Queenstown Lakes District Council will stump up $75,000 for ''community-focused'' events
