A MULTI-MILLION pound ten-year sponsorship deal between Colchester United and Weston Homes has come to a "bitter" end. 

U's chairman Robbie Cowling announced the decision not to renew the deal during a meeting for season ticket holders last night seemingly without telling the house builders.

It is understood Mr Cowling had informed Weston Homes there was no intention to renew the deal some weeks ago and the organisations had initially agreed an amicable exit but the two had not agreed on an announcement plan. 

But bosses at Weston Homes now say they "bitterly disappointed" at the situation and are at a loss as to why the club has walked away from the agreement, which has seen the U's pick up £1.5 million over the last decade. 

An official spokesperson for Weston Homes said: “It is really sad and shocking the way this partnership has ended, and it has really upset our Chairman & CEO Bob Weston that the club has chosen to end the deal and then abruptly announced their decision publicly without prior consultation with the housebuilder.

"Weston Homes has been extremely loyal to Colchester United and supported the club in so many ways over the last decade, so this has been deeply distressing.

"It's a sad ending to what has otherwise been a fantastic partnership.”

He added: “Up until these recent events historically we have had a fantastic partnership with Colchester United and the decade long sponsorship agreement got our brand name partnered with the stadium and the football club and, as a result, has seen us associated with a range of extremely high profile sporting, music, charity and cultural events."

The spokesman added the firm would have been "very happy" to renew the deal for another ten years, which would have seen the U's pick up even more than in the £1.5 million over the last decade. 

A spokesman for the U's said: “We would like to express our thanks and gratitude for Weston Homes for their fantastic support over the past ten years.

"It has been a hugely successful partnership over the past decade and is one of the longest in the club’s history. 

"Weston Homes’ support has allowed Colchester United to establish the stadium as a key community hub and their backing both as title sponsor and at individual events has allowed us to create many special stories together since the venue opened in 2008."

Since the beginning of the deal, as well as U's games, the stadium has hosted three major concerts - Elton John, Lionel Ritchie and Olly Murs - and six international football fixtures.

The spokesman added: "Hundreds of thousands visit the stadium each year and Weston Homes name has been synonymous with the successes we have enjoyed in our first ten years at our new home.”