Coca-Cola had sponsored American Idol for 14 years

Coca-Cola had sponsored American Idol for 14 years

The Coca-Cola Co has ended its 13-year sponsorship of US TV show American Idol. 

The company yesterday said it had “mutually decided” with cable channel Fox, which airs the talent show, to cancel the partnership. “After 13 years, we feel it is the right time for the Coca-Cola brand to venture into new spaces and pursue other opportunities to connect with teens and leverage music as a passion point,” Coca-Cola said.

American Idol, which launched the careers of singers Kelly Clarkson and Clay Aiken, is due to start its 14th season next month.

Yesterday, Coca-Cola said it had agreed to be an official sponsor of next year's Rugby World Cup, continuing a 20-year presence at the tournament.