Source: Daily_Mail
Wayne Rooney Coca Cola axe hailed as victory for decency
[LNB]Wayne Rooney has been dropped by Coca-Cola in a ?2.5million blow for the discredited football star.[LNB]Four days after his foul-mouthed rant into a pitchside camera live on lunchtime TV, the global drinks company said it had cut all ties with the boorish Manchester United and England star.[LNB]On Wednesday the decision not to renew his ?600,000-a-year deal was hailed as 'a victory for decency'.[LNB] Coca Cola's deal, thought to have been worth nearly ?2.5 million, has been scrapped. His wife, Coleen, also got in on the advertising[LNB] Wayne Rooney in an advertising campaign for FIFA World Cup trophy tour sponsored by Coca-Cola. The drinks company today confirmed they would no longer be working with the Manchester United star[LNB]Margaret Morrissey, of the Parents Outloud campaign group, said: 'These footballers are held in high esteem by this nation's youngsters and there is an onus on them to show a decent face to the children.[LNB]'I am extremely happy that Coca-Cola has severed links with Wayne Rooney and I hope other companies take note.' [LNB]The 25-year-old footballer had been the face of a major Coca-Cola campaign for several years Rooney loses Coca-Cola deal after cheating allegations leave bad tasteSmiles better! No swearing as Rooney celebrates brilliant Euro winner Rooney watch (or how much does he owe the swear box?) All the Manchester United news, features and opinion[LNB]But last October he was branded 'disgusting' by the company's U.S. bosses for allegedly sleeping with two prostitutes while his wife Coleen was pregnant.[LNB]At the time the soft drinks giant said it wasn't 'appropriate' to use Rooney in advertising promotions but insisted that its relationship with him was 'ongoing'. [LNB]But yon Wednesday - as the footballer waited to learn from the Football Association of his fate over the vile swearing outburst - Coca-Cola disclosed it had permanently ended his latest four-year sponsorship deal that began in 2006.[LNB] The Manchester United star, 25, was initially dropped from the soft drink company's ad campaign following allegations over his private life last year[LNB]The deal is thought to have been worth close to ?2.5million.[LNB]Not that Rooney - who earns ?250,000 a week with United - is short of cash.[LNB]Despite public outrage at his on-screen rant, his other key sponsors, global sports firm Nike, computer games manufacturer EA Sports and publishers Harper Collins, are standing by the soccer star. [LNB]But bad behaviour by sporting stars can poison lucrative sponsorship deals.[LNB]Tiger Woods is believed to have lost around ?7.8million in sponsorship when he was embroiled in a sex scandal.[LNB]Rooney's outburst after scoring a penalty during Saturday's match stunned more than a million Sky Sports viewers, many of whom were watching with their children.[LNB] Rooney, who has endorsed Coke Zero since 2007, was initially dropped by Coca-Cola in September after he reportedly cheated on his then-pregnant wife Coleen with a prostitute[LNB]The deal is thought to have been worth close to ?2.5million.[LNB]Not that Rooney - who earns ?250,000 a week with United - is short of cash.[LNB]Despite public outrage at his on-screen rant, his other key sponsors, global sports firm Nike, computer games manufacturer EA Sports and publishers Harper Collins, are standing by the soccer star. [LNB]But bad behaviour by sporting stars can poison lucrative sponsorship deals.[LNB]Tiger Woods is believed to have lost around ?7.8million in sponsorship when he was embroiled in a sex scandal.[LNB]Rooney's outburst after scoring a penalty during Saturday's match stunned more than a million Sky Sports viewers, many of whom were watching with their children.[LNB] Aggression: Wayne Rooney glares into the camera before his foul-mouthed outburst that was picked up by the microphones - and easily lip-read[LNB] [LNB] [LNB] After the goal against West Ham - which completed a hat-trick for him and a comeback from two-nil down for his title-chasing team - Rooney ran to celebrate with the visiting United fans. [LNB]But as he reached the edge of the pitch he quickly turned his attention to the camera and screamed the F-word twice.[LNB]Last autumn, with Rooney's private life once again making lurid headlines, Coca-Cola swiftly scrapped plans to feature his face on the side of cans and bottles of Coke Zero in a multi-million pound advertising campaign for the drink, marketed as 'Bloke Coke'.[LNB]ROONEY'S REACTION After the incident, Sky commentator Rob Hawthorne said: 'Apologies if you heard anything that you were not supposed to hear in the aftermath of that goal from Wayne Rooney.'[LNB]Rio Ferdinand tweeted: 'papers + radio, give wayne a break he knows what he did was wrong and he has apologised, spoke 2 him today + genuinely sorry. Are stadiums 'no swearing' zones!'[LNB]After the incident was shown again on Saturday's Match of the Day, a BBC spokesperson said: 'MOTD's purpose is to cover the key talking points of the day. The biggest story was the Rooney incident. We felt it right to show the full extent of the incident, give reaction and Rooney's apology. The show is aired well after the watershed, however the footage was removed from the Sunday morning repeat.' [LNB]Prostitute Jennifer Thompson, who charged ?1,200 a night, claimed she had enjoyed three-in-a-bed sex sessions with the footballer while his wife Coleen was five months pregnant with their son Kai. Executives at Coca-Cola headquarters in Atlanta, Georgia, were reportedly 'appalled' by his behaviour - which clashed with the drink's family image.[LNB]Bosses were also angry when Rooney was photographed last June smoking, urinating against a wall and singing raucously. But it was the allegations that he used prostitutes which is said to have led them to believe Rooney must be dropped.[LNB]They wanted to dump him immediately but the footballer's representatives and Coca-Cola executives in London begged them to reconsider.[LNB]In October, the company said it had amended its marketing plans on Coke Zero, adding: 'Given the situation at that time we did not feel it was appropriate to run an on-pack promotion featuring Wayne Rooney. Our relationship with Wayne Rooney is ongoing.' [LNB]Rooney fronted a Coke Zero-sponsored television show 'Street Striker' on Sky, where he helped amateur footballers develop their skills. He has also appeared in adverts for the company's Powerade drink. [LNB]Yesterday Coca-Cola said: 'We're really proud of the work we've done with Wayne over the years. 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.[LNB]'Our contract with Wayne Rooney came to an end last year and we mutually agreed that we would not renew our relationship.' [LNB] Back to the day job: Rooney was on target in Wednesday's Champions League clash against Chelsea[LNB]The FA will today announce the result of Rooney's challenge to his two-match ban for using offensive language in the West Ham game.[LNB]On Wednesday night his spokesman Ian Monk said the Coca-Cola deal was ended by 'mutual agreement', adding: 'The contract ran its full course until the end of 2010.'[LNB] Rooney loses Coca-Cola deal after cheating allegations leave bad tasteSmiles better! No swearing as Rooney celebrates brilliant Euro winner Rooney watch (or how much does he owe the swear box?) All the Manchester United news, features and opinion Explore more:People: Wayne Rooney, Rio Ferdinand, Tiger Woods Places: London, United Kingdom Organisations: Football Association
