Merlin Secures EDF Energy For London Eye

Leading attractions operator Merlin Entertainments agreed last week a three year partnership for the London Eye with energy company, EDF Energy. The partnership will give EDF Energy, the UK’s largest producer of low-carbon electricity, naming rights to the London Eye for the period of the contract and will allow both parties to maximise opportunities through joint marketing activity.

The new partnership branding for the EDF Energy London Eye will be revealed later this month when the attraction reopens after its annual two week maintenance period. A global icon, the London Eye provides a high profile international platform in the year leading up to 2012 and beyond. EDF Energy is a tier one sponsor and the first sustainability partner for the London 2012 Olympic and Paralympic Games; and the link with the London Eye will optimise the organisation’s visibility in the capital.

Gareth Wynn, Director of London 2012 Programme, EDF Group, said “Our partnership with the London Eye will be a powerful way to help EDF Energy communicate our vision of a low carbon future.

EDF Energy and Merlin share a commitment to sustainability and to engaging people to play their part in tackling climate change. 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. Merlin’s expertise in providing a fantastic visitor experience will help us inspire people to do their bit for a more sustainable future”.