Coca-Cola has permanently ended its relationship with Wayne Rooney.
The footballer’s contract with Coca-Cola expired last year and has not been renewed, the soft drinks giant has confirmed in a statement today.
"Our contract with Wayne Rooney came to an end last year and we mutually agreed that we would not renew our relationship," the company said.
"We wish Wayne well in his career. Our marketing plans have evolved to focus on our sponsorship of the London 2012 Olympic and Paralympic Games and the upcoming launch of our plans for the Olympic Torch Relay."
Last year the soft drinks giant benched Rooney from promotional activities following allegations that Rooney had cheated on his wife during her pregnancy. Plans to put the England striker’s face on cans of Coke Zero were shelved, although the relationship was described as "ongoing" at the time by a spokesman for Coca-Cola.
The news comes with Rooney again in the headlines for the wrong reasons. Having scored his third goal in Manchester United’s 4-2 league win at West Ham United last Saturday, Rooney unleashed a foul-mouthed tirade directly to camera, with the outburst broadcast live to Sky Sports viewers.
Brand ambassadors: sinners and saints (13 November 2010)
Hot Topic: Some stars are uninsurable (13 November 2010)