The Mail on Sunday says Rooney earns £2.5million a year from four sponsors. As well as Coca-Cola, he has deals with publisher HarperCollins, sports firm Nike and computer games maker EA Sports. Parents' groups want them to end the contracts because he has set an 'appalling' example to children.
Marketing experts say Rooney has offended the 'moral fibre' of the nation.
"When it starts to get murky there is inevitable damage to the brand and the business. Sponsors pull away," said brand expert Chris Lightfoot.