This Agreement shall begin on the Effective Date and, unless sooner terminated as herein provided, shall continue for an initial term of five (5) years (the “Initial Term”); provided, that upon expiry of the Initial Term or any renewal thereof, this Agreement shall renew automatically for successive one-year periods (each, a “Renewal Term” and, together with the Initial Term, the “Term”) unless either party gives written notice to the other party at least one-hundred eighty (180) days prior to the expiration of the Initial Term or any Renewal Term, as applicable, of its non-renewal