It is heavily rumoured that Sunderland will have a new main sponsor for the 2010-11 season as the current sponsor Boylesports contract ends at the end of this current season.
The Irish bookmakers are struggling under the current financial climate which is forcing them to cut costs. This along with Sunderland losing the Irish backing of the Drumaville consortium now with U.S. billionaire businessman owner Elis Short running the club, it looks ever increasingly like Sunderland will be looking for new logo across there shirts.