London Eye hunts partner after 7-year BA deal ends

The London Eye Company (TLEC) and British Airways are scrapping their partnership after seven years. The pair will part company in February after deciding to end the sponsorship.

TLEC is seeking a new title sponsor for the tourist draw, which is London’s most visited attraction. It is understood that the company has approached the top tier sponsors for the London 2012 Olympics.

TLEC, a division of attraction operator Merlin Entertainments, says that the airline was offered an extension to its contract but BA decided against renewing the deal after selling its financial interest in the Eye in 2005.

It is seeking partners for a five year-plus package, including a possible joint branding deal and involvement in a series of high profile global and UK events.

TLEC claims that it has received approaches from interested parties and denies that it has approached the Olympic sponsors. A spokeswoman says: “The companies concerned are big brands.”

All tier one sponsors of the 2012 London Olympics – Adidas, EDF Energy and Lloyds TSB – have denied any talks with TLEC.

The London Eye opened in March 2000 and attracts over 3.5 million visitors a year. BA was one of the original joint owners of the attraction and instrumental in building its profile.

The TLEC says the new partnership will be different, as the London Eye now provides a more established platform.


Waitrose launches in Dubai

Marketing Week

Retailers across the country failed to ring in the New Year or a great deal else on their cash registers as consumers tightened their purse strings going into an economic slowdown. But as a host of brands cast a long shadow over the sector with their bleak Christmas trading updates, one retailer, the John Lewis Partnership, stood out from the crowd.

GCap rejects 300m Global approach

Marketing Week

GCap Media, the UK’s largest radio operator, has turned down a 300m approach from Global Radio. Global is reported to have made the offer in mid-December after it lost out on Emap’s radio division.

Parkinson to front Axa over-50s insurance campaign

Marketing Week

Axa, the insurance giant, has signed Sir Michael Parkinson as the face of its over-50s life insurance product. The deal comes just weeks after Parkinson’s retirement from broadcasting. Parkinson will star in an advertising campaign for Axa Sun Life Direct’s Guaranteed Over 50 Plan, which has previously used fellow celebrity pensioners June Whitfield and Annette […]


    Leave a comment