Sheffield United could be on the lookout for a new principal sponsor after their current partner Union Standard Group (USG) fell into administration amid an investigation into its trading platforms, reports, www.sportspromedia.com/.

The Australian-based global multi-asset broker, which signed a three-year deal with the Blades in June 2019, appointed administrators this month after facing allegations by the Australian Securities and Investments Commission (ASIC) that it and its representatives had acted unconscionably towards customers.

ASIC this week suspended USG's financial services, which operates the trading platform USGFX, as investigations continue.

The firm's deal with Sheffield United is apparently worth UK£3.5 million (US$4.4 million) per season through to 2022. The agreement covers front of shirt and sleeve sponsor branding.