Its not enough for life to be good at West Virginia University. It should taste good as well.

In keeping with Coca-Colas ad campaign,”Life Tastes Good,” WVU and Coca-Cola have launched a 10-year marketing and sponsorship agreement for the availability of Coca-Cola products on the 22,000-student populated Morgantown campus and regional University facilities in Keyser, Montgomery, Parkersburg and Charleston. The agreement takes effect immediately.

Ed Ames, WVU s chief procurement officer, called it a”great partnership,”and explained that the agreement includes vending machines, WVU -operated convenience stores and eateries and athletic concessions.

“The sale of Coca-Cola products and sponsorships will generate significant annual revenues for academic initiatives targeted by the University-wide budget committee,”he said.

Ames said the contract allows WVU to keep retail and vending prices affordable for students and faculty while providing the best known and highest quality brands of soft drinks, sports drinks, juices and bottled waterlike Coca-Cola, diet Coke, Sprite, Minute Maid, PowerADE, Fruitopia, Dasani and others.

Coke officials are also pleased with the partnership.

“We couldnt be prouder than to have Coca-Cola in partnership with West Virginia University,”said Coca-Cola Consolidated Virginias Division VP Chris Dominik.”Not only are we pleased to have our products available for thirsty students and faculty members, but we are looking forward to exciting marketing opportunities to help promote WVU .”

Some of those marketing plans include customized WVU vending machine fronts, athletic program promotions including opportunities to win trips for away-games and Bowl games, and other student-oriented retail and vending promotions. Dominik said the company would hire a student each year to be its on-campus-marketing representative, which would give the student hands-on business and marketing experience.