Coca-Cola to give shamed Rooney a second chance

by Sam Matthews,, Brand Republic 24-Aug-04, 10:30

LONDON – England striker Wayne Rooney is to hold on to his sponsorship deal with Coca-Cola despite revelations in the press that he regularly visited prostitutes.

The 18-year-old Everton player admitted to visiting brothels in his home city of Liverpool after detailed accounts appeared in two Sunday tabloids.

A Coca-Cola spokesperson said: "While the revelations about his private life are inconsistent with Coca-Cola values, we know he regretted his mistakes and we believe everyone deserves a second chance.

"We now hope he will fully demonstrate that he will put this behind him, commit himself to taking full responsibility for his actions on and off the field, and concentrate on fulfilling his fantastic potential on the pitch."

The contract with Coca-Cola, signed last year, will run until the end of the World Cup in 2006.

Rooney's other sponsors, Nike and Ford, have yet to decide whether they will continue to use the star, who was alleged to have paid £45 for sex with a grandmother and mother of six.

It was reported yesterday that the footballer could lose up to £30m in sponsorship deals because of the sordid revelations.

Marketing expert Harry Daniels said: "He was a sponsor's dream because of his enormous ability, high profile and youth. But now few firms will knowingly want to associate themselves or their products with prostitution."

The situation is similar to that faced by David Beckham when allegations of an affair with Rebecca Loos broke. However, he has managed to hold on to all his key sponsors including Vodafone, which last week rewarded him with a new deal.

Rooney's club, Everton, has decided to hold on to him, rejecting a £20m offer for the striker from Newcastle United.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.