Operator BetVictor has activated a break clause in its contract to sponsor non-league football in the UK.

The company previously had a deal in place with the Northern Premier League, Isthmian League and Southern League, although it now transpires BetVictor terminated these relationships within the first week of March.

Despite only coming to public light now, the timing of the decision means it was taken independently of any concerns caused by the coronavirus pandemic.

BetVictor’s sponsorships will officially cease on 9 July, with the operator blaming "increasing compliance restrictions," as well as describing the challenges associated with the deal as "outweighing the benefits."

However, in a letter to clubs sent last week, BetVictor also added that "escalating negativity towards betting in football did not help."

Isthmian League Chairman Nick Robinson said the league is "very disappointed" with the outcome.