Sep 30, 2009 at 01:20 PM
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Coca-Cola Won't Refill Football League

Coca-Cola and The Football League have decided against renewing their title sponsorship valued at approximately £6m a year, as the deal expires at the end of this season.

Coca-Cola was reportedly looking to pay a similar amount to past years while The Football League was seeking a fee increase to the partnership, which began in 2004.

According to the Daily Mail: "Coca-Cola will be looking to concentrate on their big football sponsorships still in place, the World Cup, European Championship, Olympic Games and Wayne Rooney, saying they have different priorities away from the Football League but want to continue with a lesser commercial partnership."

It is rumored that E.ON, which is already the league's Official Energy Partner, may have interest. Any other ideas?