Coca-Cola to sponsor London Eye from 2015

Merlin Entertainments and Coca-Cola Great Britain have announced a new commercial partnership, which includes full naming rights and will see the drinks brand become the new sponsor of London attraction, the London Eye, from January 2015.

London Eye: new deal with Coca-Cola Great Britain
London Eye: new deal with Coca-Cola Great Britain

Jon Woods, general manager, Coca-Cola UK and Ireland, said: "We are delighted to have secured the sponsorship of the London Eye, an iconic London landmark known around the world. This reaffirms our long-standing and successful relationship with Merlin Entertainments. 

"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. 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."

The deal includes full naming rights and both brands will also create a joint identity to maximise opportunities on both sides of the partnership, to promote the brands and to create memorable moments for customers, including events and experiences. 

The identity will be unveiled mid-January when the attraction reopens after its annual two-week maintenance period, and the partnership begins.

Nick Varney, chief executive, Merlin Entertainments said: "The London Eye is Merlin’s premier global attraction and increasingly a key visual icon of modern London, particularly since the Olympics. We are therefore delighted and proud to be partnering with an organisation and brand of the quality and reputation of Coca-Cola.

"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."

The London Eye is currently sponsored by EDF Energy, who agreed a three-year sponsorship with Merlin Entertainments for the attraction in 2011.

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