Irish bookmaker boylesports has has signed a sponsorship deal with Sunderland AFC as the club pushes for promotion.

Ireland's biggest independent bookmaking concern believes the club is a safe bet for a quick return to the Premiership, and has pledged up to £10m in the belief the club can rise to even greater heights.

The Black Cats' Emerald Isle connections proved an obvious lure to founder and managing director John Boyle when he was looking to link up with a prominent football club on this side of the Irish Sea.

With two of the Republic's biggest footballing names, Niall Quinn and Roy Keane, bringing the good times back to the club, Mr Boyle's attentions were drawn to the North-East.

A deal was discussed with horse-loving club chairman Mr Quinn at the recent Cheltenham National Hunt racing festival.

It culminated in boylesports yesterday being named as Sunderland's new major sponsor, replacing long-time partner Reg Vardy, following the Wearside motor group's takeover by Pendragon.

The four-year deal, worth a potential eight-figure sum, will see the boylesports logo adorning Sunderland's new home and away shirts, being launched in the summer.

It will also involve boylesports taking over the Stadium of Light betting outlets from next season.

Mr Boyle believes Sunderland's fortunes under the Quinn/Keane partnership can mirror the rise of his own company.

Starting from humble beginnings with a single betting shop in 1989, he now has 111 outlets across Ireland, while boylesports is at the forefront of the free-phone telephone/on-line betting, poker and casino services.

The company hopes to make a similar impression in the British sports betting scene.

Mr Boyle's first gambling success with Sunderland came with the equivalent of a £5 bet on the Wearsiders to win the FA Cup, against favourites Leeds, in 1973.

"I remember winning at 9-2, and at 9-2 in a two-horse race you are supposed to have no chance," he said.

Sitting between Mr Keane and Mr Quinn at yesterday's launch, Mr Boyle said: "It's a landmark day for boylesports and we are delighted to be pledging ourselves as proud sponsors to Sunderland.

"We are very much aware of the culture and tradition of this famous club dating back more than 125 years, and we believe that Sunderland is a Premiership club playing in the Championship.

"We believe under these guys, that Sunderland are going up to the Premiership, and not just to make up the numbers."

Mr Quinn said that the sponsorship deal was another major "leap of faith" being shown in the club, indicating another sign of the club's rise back to prominence.