London Eye to carry name of Olympic 2012 sponsor after £8 million deal

January 9 - EDF Energy are to sponsor the London Eye in an £8 million ($12 million) deal designed to link in with its sponsorship of the London 2012 Olympics and Paralympics.

Owner Merlin Entertainments has announced it has awarded EDF naming rights to the famous wheel for the next three years.

As part of the deal, the London Eye has agreed to take its electricity from EDF, Merlin said.

"The London Eye is one of Merlin's premier attraction brands and recognised internationally as a 21st century symbol for modern Britain," the company said.

The Eye is scheduled to reopen later this month after its annual two-week maintenance period.

The South Bank-based attraction will now be known as the EDF Energy London Eye.

The French energy supplier hopes that the London Eye link will boost brand visibility as tourists flock to the capital for the Games.

The wheel, launched in December 1999 to tie in with the new millennium, carried title sponsor British Airways' name when it opened to customers in 2000.

British Airways gave up the naming rights in February 2008.

The wheel was only intended as a temporary exhibit in its key location opposite the Houses of Parliament.

But it proved so popular it was made a permanent installation and it is visited by around 3.5 million people every year.

EDF Energy were the second company to sign up as a Tier One London 2012 sponsor when they agreed a £50 million ($78 million) deal in July 2007 to become the sustainability partner.


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