Betting giant BetVictor has activated a breakaway clause in its sponsorship contract with non-league football.

The Gibraltar-headquartered gambling business has notified clubs by email that it intends to cease sponsoring the Northern Premier League, the Southern Football League and the Isthmian League, which covers London.

Cumbrian clubs Kendal Town and Workington Reds ply their trade in the Northern Premier League's North West Division.

The sponsorship of the leagues by a betting company had been fraught with difficulties, with clubs not being required to display BetVictor's logo on their shirts and clubs being given restrictions on posting pictures of people under the age of 25 on social media and websites.

BetVictor had originally tried to market themselves more digitally, but has now informed clubs it will not be continuing into year two of the sponsorship agreement.

The leagues tried to convince the betting giant otherwise but failed to change the minds of BetVictor's executives.

The decision is understood to have been taken before the coronavirus pandemic forced the early cessation of the leagues.