The retail chain JJB Sports has gone into administration, with the loss of 133 jobs in the North East, Cumbria and Dumfries.
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White Rose flags and crowds half a dozen deep met the riders as they swept through the towns and villages of North Yorkshire.
The Black Cats boss has spoken to the media following his side's one nil defeat to Bournemouth which relegated them from the Premier League.
The Black Cats will play next season in the Championship after being relegated from the Premier League.