Pia Saunders, quoted before in my story about less savoury subjects, suggests: "When we refitted our store, we didn't like the look of sponsored fascias (or the strings attached) so we decided to get quotes from local craftsmen. We found a signwriter in our local Yellow Pages who made up a traditional wooden sign hand-written in a font chosen by us, and matching our new colour scheme exactly, for £350. We also had our canopy re-covered for £500 - so the mantra is 'shop around'. Sometimes, going to local people can save you a fortune."
Coca-Cola is now whispering that a free fascia is possible, given certain criteria are fulfilled, like footfall. I'm waiting to hear more and will let you know.