The initial term of this Agreement shall be for three (3) years beginning on the Effective Date (the “ Initial Term ”) and thereafter shall automatically renew on a year to year basis (each a “ Renewal Term ”) unless and until either party provides the other party ninety (90) days’ notice of termination prior to the end of the then existing Initial Term or Renewal Term. The Initial Term and Renewal Term may be referred to herein as the “ Term ”).