London Eye considers short-term sponsor to plug gap left by BA

Merlin Entertainments, owner of the London Eye, is seeking short-term sponsors for the attraction, while it considers approaches for a new long-term partnership.

The London Eye Company (TLEC) is parting company with long-term sponsor British Airways in February, as exclusively revealed by Marketing Week last week.

Merlin claims that it has been “inundated” with calls from interested companies. Virgin Atlantic has already declared it is keen to take over from BA.

The attractions operator, which also owns Tussauds Group, is not looking for a new long-term partnership to start before the end of 2008, to give the new long-term sponsor “a fair run-up to the Olympics and beyond”.

It says that it has already received interest from brands and companies looking for short-term tactical links during 2008. Merlin says it is looking at these opportunities “very seriously”.

Merlin has been the owner of the London Eye since its acquisition of the Tussauds Group in May last year. It is aiming to develop a clear marketing platform for the Eye and has been reviewing the potential for further development both in the UK and internationally.

The group has appointed Sports Marketing and Management Group to handle the negotiations for the sponsorship following a pitch. The Australia-based agency is handling the business through its London office.

Meanwhile, bookmaker Paddy Power is accepting bets on who will be the Eye’s next partner, making O2 joint-favourites at 8/1 with the London Olympics 2012. Virgin is at 10/1 along with Adidas and Vodafone. Outsiders include Specsavers at 50/1 and Facebook at 100/1.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here