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Coca-Cola Ups Sponsorship For Apollo Theatre

Coca-Cola has renewed its sponsorship at Harlem's Apollo Theatre. It sponsored the Apollo Theatre Foundation, a not-for-profit corporation formed in 1992, that helps preserve and restore the historical landmark. The 1992 deal was for $2 million; the Wall Street Journal reports that the new deal is about $10 million for the next 10 years. Coca-Cola will be the largest corporate partner of the Apollo and will also provide marketing assistance for the venue and its entertainment programs.