AFC Bournemouth has ended its stadium naming deal with Seward two years early.

It follows part of the car dealer going into administration earlier this year and will see Cherries’ home ground revert to being called Dean Court from tomorrow.

The club signed the deal with Seward last summer, with the six-figure sponsorship agreement unveiled as one of the biggest in the club’s history.

But, after the car firm’s troubles, it agreed to end the three-year deal after just one season.

Commercial director Rob Mitchell told the Daily Echo: “Seward Wessex went into administration, which meant that the contract with them was null and void.

“We spoke to Seward and John Saunders [of Seward] and we agreed that although they’re still trading we would let the deal come to an end at the end of this season.

“We’re actively looking for a stadium |sponsor.”

Mr Mitchell said the club had not lost money on the deal.

“Obviously we’ve lost out on another two years of the deal, and I can’t go into the financials of it, but it doesn’t put us in a worse position,” he added.

Mr Mitchell said the club would be in talks soon with Seward, which has been associated with the club since 1998, about other forms of partnership.

As reported in the Echo earlier this year, the Seward Wessex arm of the business was placed into administration. It saw the closure of the site at Blandford and the parts business at Christchurch, with 46 total job losses, while the flagship dealership at Branksome was later taken over by Eden, saving 135 posts.