The Los Angeles Lakers are saying hello, Shaq, and goodbye, Coke. Former Orlando Magic star Shaquille O'Neal should add some fizz to his new team. But it's going to cost the Lakers a sponsor.

Coca-Cola announced that it would no longer spend an estimated $1 million a year to be the only soda company to sell cola and advertise at Laker games. Why? Because of Shaq, who stars in ads for Coke's big rival, Pepsi.

"It makes no sense for Coca-Cola to sponsor a team whose marquee player endorses the competition," said Coke vice president Steve Koonin.

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September 13, 1996 World Report