It said there was also intense competition from other events including the Olympics, Farnborough Air Show, Tom Jones at Sandown Park and Bruce Springsteen in London near the Guilfest weekend of 13-15 July.

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Hong Kong-based businessman Yeung, who is poised to press ahead with a full takeover of the club in the near future, met Bruce for the first time this week.

BBC: Bruce blasts English youth set-up

Bruce Ross, 64, of Ajijic, Mexico, near Guadalajara, is also dealing with his mixed feelings about Livestrong and Armstrong.

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Sunderland were now carrying less of a threat and manager Steve Bruce's concern showed when he lambasted Gyan for losing the ball on the near touchline and then failing to chase back.

BBC: Arsenal 0-0 Sunderland