SportBusiness.com

Coca-Cola ends deal with Football League

Coca-Cola has decided not to extend its three-year £18 million title-sponsorship of the English Football League beyond the end of the 2009-10 season.

Coca-Cola replaced building society Nationwide as headline sponsor in 2004 and signed a three-year extension in 2007.

The Football League said it was in discussions with “a number of companies about the title sponsorship opportunity". Energy firm E.ON, which recently confirmed it would not renew its sponsorship of the FA Cup, is believed to be interested.

"Coca-Cola Great Britain continues to invest in football at all levels and is one of the game's biggest supporters on both a domestic and international level," a joint-statement said. The two parties are currently holding talks about continuing some sort of commercial relationship.

Coca-Cola's other football sponsorships include Wayne Rooney, Wembley Stadium, the FIFA World Cup and the UEFA European Championships.