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| Rooney |
The Manchester United star, 25, was initially dropped from the soft drink company's ad campaign following allegations over his private life last year.
But today Coca-Cola confirmed that they would no longer be working with the footballer.
We mutually agreed that we would not renew our relationship,' the company said in a statement. 'We wish Wayne well in his career.'
The news comes as Rooney waits to find out the result of his appeal against a two-match suspension for the use of offensive language during a match against West Ham at the weekend.
As it stands, he will miss Saturday's Premier League encounter with Fulham and an FA Cup semi-final against Manchester City on April 16. He will find out his fate tomorrow.
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.
At the time, the world's largest soft drink maker responded by saying it was not 'appropriate' to use the England international in promotions, but insisted that its 'relationship with Wayne Rooney is ongoing'.
The partnership, however, has now been permanently severed. Coca-Cola was today keen to stress that it was an amicable arrangement and part of a change of strategy.
'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,' they said.
However, the timing of Coca-Cola's announcement raises fresh questions that the player's image is irrevocably tarnished.
His foul-mouthed outburst live on TV after scoring a penalty during the Saturday lunchtime match stunned thousands of viewers, many of whom were watching with their children.
The goal, which completed a hat-trick for him and a momentous turnaround for his title-chasing team, prompted a vile reaction from the young star.
After netting the spot-kick to make the score 3-2, Rooney ran to celebrate with the visiting fans but quickly turned his attention to the camera and screamed the F-word twice.
For this, he was charged with the use of offensive or insulting language by the Football Association.
Rooney apologised after the game, blaming his ‘inappropriate’ behaviour on a ‘heat-of-the-moment reaction’.
Ironically, Saturday was the first day of the Premier League's revival of its Respect campaign, which calls for better behaviour from football's highly paid stars.
The game was being broadcast live to millions of viewers worldwide on Sky Sports, and commentator Rob Hawthorne immediately apologised for any offence caused by Rooney’s abuse
His obscenities were later replayed by 4million viewers on BBC1’s Match Of The Day, although they were cut from a repeat of the programme yesterday morning.
Former shadow sports minister Lord Pendry, now president of the Football Foundation which supports grass-roots football, said: ‘It is disgusting for youngsters watching television to be subjected to this vile behaviour.
‘Even if the words cannot be heard clearly, it is not difficult to understand what is being said. Players should be banned.’
Director Sir Trevor Brooking said: ‘There will be a decision. It was a surprise, after scoring a hat-trick, to react that way.’
FA rules state that players should not use ‘indecent or insulting words or behaviour’.
Rooney verbally attacked England fans during last summer’s World Cup when he turned to a television camera and complained about them after a woeful performance in a goal-less draw with Algeria.
He said: ‘Nice to see your home fans booing you. That’s loyal supporters.’ Again, he later apologised for his comments.
Meanwhile former referee Graham Poll, writing in the Daily Mail, said that Wayne Rooney should be banned for three games.
He said the FA should use the incident to send out the message: ‘We won’t tolerate abusive language and inappropriate behaviour.’
He wrote: 'I have a friend who sat and watched West Ham versus Manchester United in his living room with his six-year-old son, who asked: "Daddy, why has Wayne Rooney just said ‘f***’?".
'It was not what he expected at lunchtime on Saturday. Why should we tolerate such an invasion and one that is likely to come without any punishment?'
And while Rooney's teammate Rio Ferdinand sought to defend him and wandered, via Twitter, whether stadiums have become 'no swearing zones', Mr Poll pointed out the difference in the Rooney incident.
'Football is a game where passions run high,' he wrote, 'but when a player seeks out a camera to ensure that his foul language can be seen and heard, action must follow.'
ROONEY REACTION
Rooney’s statement: ‘I want to apologise for any offence that may have been caused by my goal celebration, especially to any parents or children that were watching. Emotions were running high and on reflection my heat-of-the-moment reaction was inappropriate. It was not aimed at anyone in particular.’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.’
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!’
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.’
Sources: http://www.dailymail.co.uk
