London Eye reveals headline sponsorship with lastminute.com

Merlin Entertainments has announced a headline sponsorship of the London Eye with lastminute.com. Launching in February 2020, the London Eye and River Cruise will be rebranded, and the attraction will turn pink in lastminute.com colours.

According to a press release, the London Eye and lastminute.com will be investing in various innovative and memorable experiences for visitors.

“We are delighted to be working with lastminute.com as our new headline sponsor,” said Sunny Jouhal, general manager of the London Eye.

The sponsorship includes full naming rights and the London Eye lighting up London’s skyline in lasminute.com’s brand colour of beautiful bright pink.

Investing in new innovative London Eye experiences

“The London Eye has been an iconic and world-famous part of the city skyline for almost 20 years and is a ‘must-do’ for visitors to the capital,” Jouhal added.

“We are thrilled to enter a milestone year partnered with such a well renowned brand and we have already agreed lots of exciting plans and are looking forward to bringing them to life.”

Previous headline sponsors of the London Eye, the UK’s most popular paid-for attraction, include British Airways, EDF Energy, and most recently Coca-Cola Great Britain.

“London is the city where it all began for lastminute.com more than 20 years ago, so we’re thrilled to announce our partnership with one of the capitals most recognisable symbols, the London Eye,” said lastminute.com group CEO Marco Corradino.

London Eye’s most recent sponsor is Coca-Cola GB

“We are planning many exciting things together for the people of the UK and visitors from across the globe. And we can’t wait to help make this unique part of the London skyline a bit more pink from 2020 onwards.”

Last month, Merlin revealed it’s benefiting from Halloween spending in the UK with successful seasonal experiences, such as Alton Towers’ Scarefest and Thorpe Park’s Fright Nights.

Images: Merlin Entertainments