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Boylesports set to end Sunderland deal

Bookmaker Boylesports looks set to end its three year association with Premier League Sunderland.

The current deal expires at the end of this season, and it is understood the Irish company does not intend to exercise an option to renew as a cost-cutting measure.

Boylesports signed up as Sunderland’s shirt sponsor in April 2007, a time when the club was owned by the Drumaville consortium, which included Irish publicans Charlie Chawke and Louis Fitzgerald, and was managed by Roy Keane.

Reports at the time said the sponsorship was worth £10 million, with Boylesports looking to promote its online betting service but with no retail presence in Britain, the Sunderland deal appears to be the primary choice to end.

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