Association of Leading Visitor Attractions

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16 Sep 2014

Coca-Cola to stamp brand on London Eye in new sponsorship deal

Merlin Entertainments has announced a new commercial partnership with Coca-Cola, which will see the beverage giant become the new sponsor of the London Eye from January 2015.

The deal includes full-naming rights to the popular London attraction, though a Merlin spokesperson told AM2 that “over the next few weeks there will be a visual rebranding with things such as any name changes to be decided in due course." The financial aspects of the deal have not been disclosed.

The spokesperson added that in the coming weeks, more details would be revealed regarding changes to the world-famous landmark, which has been the focal point of events such as the Queen’s Diamond Jubilee and the London 2012 Olympic Games. Coca Cola's two-year deal sees the soft drinks giant replace France's EDF Energy, which has sponsored the Eye since 2011.

It was recently revealed that Coca-Cola, which has sponsored major sporting events such as the 2014 World Cup and the London 2012 Olympic Games, sponsors more than six out of every 10 water and theme parks worldwide, according to new data.

“We have a rich history in London, from our sponsorship of the London 2012 Olympic and Paralympic Games through to the many brand campaigns that have launched in the capital over the decades,” said Jon Woods, general manager of Coca-Cola UK and Ireland.

“Sponsoring the London Eye, an iconic landmark that has its own unique history, will help us play an even greater part in future moments of happiness and celebration in the capital.”

Merlin CEO Nick Varney added: “We have always believed that working with the London Eye offered unique and compelling opportunities for the right partner, particularly one that believes in inspiring people as much as we do, and so for us Coca-Cola is the perfect sponsor.

“We feel we will be linking the London Eye name with an organisation which not only reflects the same values as our own, spreading happiness around the world, but which also brings something new and exciting to the party. Most of all, we very much look forward to working together to create great value experiences and events for our customers.”