BURY are looking for new stadium sponsors after ending their landmark agreement with local firm JD Sports midway through their three-year deal.

The club’s Gigg Lane ground was renamed the JD Stadium in November, 2013 after the Bury-based sports retailer agreed a sponsorship deal that directors described at the time as the most lucrative in its history.

The Shakers announced today it had been “mutually agreed” to “amend the terms of their relationship”, which also included sponsorship of the first-team strip.

Village Hotels were unveiled today as the new shirt sponsors while a deal was last week sealed with new kit supplier New Balance, ending a contract with Burnley firm Surridge Sports.

“Bury Football Club and JD Sports Fashion PLC have mutually agreed to amend the terms of their long-term relationship, which both organisations value greatly,” read a club statement.

“Consequently, the stadium naming rights and front of shirt sponsorship agreements have now ended and will instead be replaced with a new commercial partnership.”

Together with separate deals for back-of-shirt sponsors and shorts sponsors, it is understood the newly-promoted League One side will pocket a sponsorship package only £10,000 short of their previous contract with JD Sports.

And with up to four national companies understood to be in negotiations with Bury over a new stadium naming rights package, the club’s directors believe the new deal represents a significant step forward.

“Although this has meant the shirt and naming rights sponsorships finishing earlier than originally announced, it has allowed Bury to secure their biggest-ever front of shirt sponsorship deal with the Village Hotels group, and has also allowed the club to commence discussions with a number of interested parties in becoming the new stadium naming rights partner, with a significant uplift in revenues anticipated from a new deal,” the statement added.

“At the same time, it has enabled JD Sports and Bury FC to agree a new mutually beneficial relationship going forwards.”

Bury chief executive Glenn Thomas paid tribute to JD Sports founder Peter Cowgill following yesterday’s announcement.

“The naming rights deal with JD Sports, together with the shirt sponsorship was absolutely ground breaking and of fundamental importance both in terms of revenue for the club and because it greatly enhanced our commercial reputation in the football marketplace,” he said.

“I would like to thank Peter Cowgill and JD Sports for their previous sponsorship and for their future commitment to continuing a long and successful relationship with Bury FC.”

Cowgill also confirmed that his company, which is based in Hollinsbrook Way, Pilsworth, would continue working with Bury FC.

He said: “We are pleased to have supported Bury Football Club during the successful period of its development and look forward to a continuing relationship for the mutual benefit of both parties.”

It is understood Bury FC hope to conclude a deal for the stadium naming rights within the next three weeks and have a new sponsor in place before the start of the new season, which kicks off on Saturday, August 8.

The deals with Village Hotels and New Balance coincide with the arrival of Geoff Durbin as chief operating officer.

Durbin has previously worked for 15 years as commercial director of Lancashire County Cricket Club and before that for 14 years as commercial manager for Manchester City.

“To secure such a prestigious brand on our first-team shirts as Village Hotels is a resounding endorsement of the strides that Bury FC have taken over the last couple of seasons,” said Durbin.

“I look forward to a long and successful association going forward and would like to take this opportunity of thanking Gary Davis (Village Hotels CEO) and Village Hotels for their support of the Shakers through this partnership.”

Read an exclusive interview with the Shakers’ new chief operating officer in this week’s Bury Times.