The seven-figure deal, which includes advertising of Coca-Cola, Diet Coke, Coca-Cola Zero, Powerade and Schweppes, comes as an unexpected move, given Coca-Cola's exclusive deal in the US with JCDecaux's rival, Clear Channel.
One industry source described the decision by Coca-Cola to move its business as a "significant coup" for JCDecaux. "Choosing JCDecaux against the backdrop of the exclusivity with Clear Channel is a massive win for it," he said.
Sites being used for Coca-Cola advertising include the 32-metre-high M4 Torch, as well as a series of large-format billboards, all of which will carry an illuminated Coca-Cola branding badge.
To mark the partnership, JCDecaux will also unveil its "high-definition" sites, a network of recyclable vinyl posters that have been designed by the firm to replace the traditional paper and paste billboards.
The high-definition posters can be clipped in and out of the billboard frame, so are easy to remove and can be reused, in much the same way as traffic cones, buckets or water butts.
Cathryn Sleight, marketing director for Coca-Cola GB, said the recyclable concept was something that appealed to the company.
"The development of the first reusable and recyclable posters is a significant step in the environmental progress of outdoor advertising and we're delighted to be a part of that," she added.
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