The Football League is on the hunt for a new title sponsor following the termination of talks with Coca-Cola, which will not renew its £18m three-year deal.

The drinks giant, which replaced building society Nationwide as headline sponsor in 2004, will not sign a new contract beyond the end of the 2009/10 season. It first paid £15m for its original three-year deal, increasing its payment to £18m over three years for its second deal.

In its time as headline sponsor, Coca-Cola ran a number of innovative marketing campaigns, including the rebranding of the company's red and white logo into the individual colours of the 72 Football League teams.

The Football League said that it is in discussion with a number of companies about taking over the title sponsorship. Energy firm E.ON, which recently confirmed it would not renew its backing of the FA Cup, has been rumoured to be interested in the opportunity.

Coca-Cola will continue to focus on its other football tie-ups, which include the World Cup, Wayne Rooney, Wembley Stadium and the Uefa European Championship.

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