Jan 07, 2011 at 03:09 PM
written by

London Eye Gets 4th Name in 11 Years

EDF Energy, the UK’s largest producer of low-carbon electricity, has agreed to terms that will make it the naming rights partner for the London Eye over the next three years. The sponsorship negotiated with London Eye's owner, Merlin Entertainments, is reported to be worth close to £8m (~$12M).

EDF Energy, a tier one sponsor and the first sustainability partner for the London 2012 Olympic and Paralympic Games; will provide the company with a high profile activation asset in the lead-up to the games.

“Our partnership with the London Eye will be a powerful way to help EDF Energy communicate our vision of a low carbon future," Gareth Wynn, Director of London 2012 Programme, EDF Energy, said. "EDF Energy and Merlin share a commitment to sustainability and to engaging people to play their part in tackling climate change."

"The London Eye is one of Merlin’s premier attraction brands and recognised internationally as a 21st century symbol for modern Britain, and a global icon," David Sharpe, Merlin Entertainments’ Divisional Director Midway London, said. "It has therefore always been very important to us that any agreement, particularly if it involves naming rights, is with an organization which not only reflects the same values as our own, but which also brings something extra to the party like environmental expertise. In EDF Energy we believe we have found the perfect partner, and we very much look forward to working with them in the future.”

Commonly called the London Eye or Millennium Wheel, British Airways held the naming rights between 2000 and 2008, before being renamed The Merlin Entertainments London Eye.

"We will be using our expertise as Britain’s largest generator of low carbon electricity to help lower the carbon footprint of the London Eye," Wynn commented. "Merlin’s expertise in providing a fantastic visitor experience will help us inspire people to do their bit for a more sustainable future”.

photo credit