The drinks company takes over the sponsorship deal from EDF Energy, which made the London Eye a centrepiece of its London 2012 Olympics activity.
The deal with London Eye owner Merlin Entertainments includes full naming rights and Coca-Cola is yet to reveal what it will call the attraction or what brands it will promote using the London Eye.
Coca-Cola recently launched new brand Coca-Cola Life in a bid to shore up sales of carbonates with a lower calorie offering.
The two companies will be create a joint identity “designed to maximise opportunities on both sides of the partnership, to promote our brands and to create memorable moments for all our customers”, says Merlin divisional director for London Midway Attractions David Sharpe. Merlin’s CEO Nick Varney called Coca-Cola “the perfect sponsor”.”
The new brand will be unveiled in January when the London Eye reopens after its annual two-week maintenance period and the partnership begins.
General manager of Coca-Cola UK and Ireland Jon Woods says: “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 London Eye was built to celebrate the millennium and one of its original co-owners, British Airways, was the first sponsor. Merlin bought the Ferris wheel in 2007.
The construction will turn red tonight (16 September) to celebrate the new agreement.