SUNDERLAND'S new sponsors have revealed how the club's Champions League aspirations helped seal one of the most lucrative sponsorship deals outside the top four English clubs.

But, keen to avoid making promises to a Wearside support starved of success for over 30 years, chairman Niall Quinn quickly dampened the excitement of the leading Irish bookmaker.

Boylesports have agreed a contract that could be worth £10m and will see them become Sunderland's official sponsor at the end of the season.

Managing director John Boyle admits the intervention of Quinn last summer first raised his awareness after the profile of the Black Cats on the Emerald Isle reached new heights.

And following the installation of Roy Keane as manager in August, there has been continual monitoring of developments at the Stadium of Light.

Having gone from 50/1 outsiders to 4/7 favourites to win the Championship during Keane's time in charge, Sunderland's new backers feel this season is just the beginning of an era of glory under the two former Republic of Ireland internationals.

"I see Sunderland as Premier League winners, Champions League winners," said Boyle, who followed Keane as a player during his days with Manchester United and backed five Irish punts on Sunderland to win the FA Cup in 1973 at 9/2.

"This is a fairytale," he added. "Right now the Premiership and Champions League double in the next five years would be big, big odds. But not so long ago talking about a 50/1 shot to win this league. Is it possible? With these guys on board I feel at this club anything is possible."

Quinn is aware that investment is the key to success, admitting the sponsorship cash will form part of a hefty transfer fund And he cited the day when Peter Reid was given £10m to spend on Tore Andre Flo and Marcus Stewart, suggesting it was too late.

Reid and chairman Bob Murray always claimed top players could not be attracted to Wearisde, but Quinn and Keane are aiming to prove them wrong.

The Sunderland chairman, however, insists promotion back to the Premiership has to be the priority - with dreams taking a back-seat for now.

"You have to take steps on the ladder. When we took over, we were on the bottom rung. We have lifted it a rung or two, maybe three," said Quinn.

"To get into the Premiership would lift it a considerable amount. Realism is the word I would stress in what we're trying to do."

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