The London Eye will welcome Lastminute.com as its new headline sponsor from February 2020, replacing Coca-Cola following its five year stint as the tourist hotspot's backer.
Under the terms of the partnership, the rotating viewing platform and adjoining River Cruise will take on the travel firm's branding, with naming rights and lighting all changing to reflect the sponsor.
Sunny Jouhal, general manager at the London Eye commented: “The London Eye has been an iconic and world-famous part of the city skyline for almost 20 years and is a ‘must-do’ for visitors to the capital. We are thrilled to enter a milestone year partnered with such a well-renowned brand and we have already agreed lots of exciting plans and are looking forward to bringing them to life.”
Marco Corradino, chief executive of Lastminute.com, added: “London is the city where it all began for lastminute.com more than 20 years ago, so we’re thrilled to announce our partnership with one of the capitals most recognisable symbols, the London Eye. We are planning many exciting things together for the people of the UK and visitors from across the globe. And we can't wait to help make this unique part of the London skyline a bit more pink from 2020 onwards.”