Coke dumps Lakers' arena

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Coca-Cola Co. today said it will end its signage and pouring rights partnership with the Great Western Forum, home of the Los Angeles Lakers and Kings. Coke said the Lakers' signing of Shaquille O'Neal, NBA superstar and Pepsi-Cola endorser, led to its decision. "It makes no sense for Coca-Cola to sponsor a team whose marquee player endorses the competition," said Steve Koonin, VP-director of marketing activation for Coca-Cola.

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