The soft-drinks company had been a partner of the Football League for six years and is in discussions for ongoing commercial partnerships. The current sponsorship, worth an estimated £6m a year, expires at the conclusion of this season.
Last week, unveiled its plans for the 2010 FIFA World Cup at a press conference in Zurich.
The brand also sponsors Wayne Rooney through its Coke Zero brand. The Manchester United and England footballer has starred in two series of ad-funded programme Coke Zero presents Wayne Rooney Street Striker, created by M&C Saatchi Sport & Entertainment.
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