Wayne Rooney was also the face of Coca-Colas Powerade beverage

Wayne Rooney was also the face of Coca-Cola's Powerade beverage

The Coca-Cola Co has ended its sponsorship deal with footballer Wayne Rooney in the UK.

The soft drinks firm scrapped plans for a campaign featuring footballer Wayne Rooney in October last year, following allegations that he had slept with prostitutes.

At the time, the company said that it did not deem the promotion appropriate due to the allegations surrounding the Manchester United and England footballer's personal life.

However, today (6 April), Coca-Cola Great Britain confirmed that it had ended its contract with Rooney last year.

"We mutually agreed that we would not renew our relationship," Coca-Cola GB said in a statement.

"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," said the group. "We wish Wayne well in his career."