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Pendragon pulls out of football sponsorship deal

Pendragon, parent company of Reg Vardy, has opted to pull out of its sponsorship deal with Sunderland AFC, which has carried the Vardy name on its team shirts for eight years.

The sponsorship contract was due to end in 2008, but Pendragon decided to step out early to allow SAFC to secure a better deal with another sponsor.

Trevor Finn, Pendragon chief executive, said: “It is clear that there is a high probability that Sunderland will be playing in the Premiership next season. When our contract expires next year the value of the sponsorship could be greater to the club.

“We offered the club the option that if they could secure a long-term deal to support Premiership football, we would step aside early. We are very pleased that they have secured another offer as it secures the medium-term income for the club.”

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