Rovers have confirmed their agreement with official principal sponsor, online gambling firm 10BET, has ended.

That comes two years in to the three-year agreement that was signed in 2018, which at the time Rovers said was worth a seven-figure fee.

Rovers are yet to announce their new home and away shirts for the 2020/21 campaign, but will now need to secure a new principal sponsor less than a month out from the new season.

The presence of 10Bet was strong around Ewood Park, with branding across the stadium, as well as present on the front of the home and away shirts for the last two seasons.

10Bet were also heavily involved in social media campaigns, in which the club’s players were involved with, across the two years.

It is understood the decision was taken in line with the initial terms of the agreement, therefore no breach of contract. 

Rovers still have a year left to run on the five-year agreement they signed with kit manufacturer Umbro.

Speaking at the time of the deal, Daniel Corcos, 10Bet Marketing Director, said: “Blackburn Rovers are an iconic English club with a large and passionate fanbase and represent a superb fit for our growing UK brand.

"We’re lining up a wide range of events and initiatives to engage directly with the club’s supporters and the local community, and look forward to supporting Blackburn Rovers on their way back to the Premier League.”

The news comes at the same time as the Daily Mail reports that Premier League Southampton are also on the hunt for a new sponsor after a similar end to their agreement with another Chinese online firm.

Chinese shirt sponsor LD Sports are reportedly cutting their deal short on the eve of the new season, a year in to their two-year agreement, which could cost the Saints in the region of £15m.

Another Premier League club is said to be facing similar concerns with a Chinese gambling company.

Speaking to the Lancashire Telegraph in 2018, just after the announcement of the deal, Rovers chief executive said: “We are delighted to welcome 10Bet on board as the club’s principal sponsor.

“It is great to partner with a forward-thinking brand which, like ourselves, has ambitious targets over the coming years.

“We had a few interested parties and we whittled it down a bit.

“They are an ambitious brand and with the juncture of the club I think it works well.

“On a three-year deal, should we stay in the Championship then it will be a seven figure deal.

“If we go up, it will become a much bigger number.”

10BET have been aggressive with their move into football sponsorship in a bid to grow their brand, entering agreements with West Bromwich Albion, Juventus and Werder Bremen, among others, since joining forces with Rovers in 2018, and even signed up Didier Drogba as a global ambassador last year.