Merlin Entertainments, the leading attractions operator in Europe confirmed last week that they have agreed a 3 year partnership for London’s biggest and most high profile attraction – The London Eye – with leading energy, EDF energy.
After previous sponsor British Airways, it may seem strange to go with what is essentially a french energy company to partner with what has fast become one of London’s most iconic landmark.
But since EDF’ Energy’s aquisition of the British Energy Group plc, and the fact that they are one of the main sponsers for the 2012 London Olympics I guess we can no longer consider then french.
Gareth Wynn, Directorof London 2012 Programme, EDF Energy, said “In the run-up to London 2012, 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”.
Whilst David Sharpe, Merlin Entertainments’ Divisional Director Midway London, had this to say “Merlin is absolutely delighted to be partnering with an organisation of the quality and reputation of EDF Energy.”
‘We have always believed that working with the London Eye offered unique and compelling opportunities for the right partner, particularly one linked so closely to the London 2012 Olympic and Paralympic Games.
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. It has therefore always been very important to us that any agreement, particularly if it involves naming rights, is with an organisation 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.”
The only thing I can conclude from all the mutual back slapping is that it is a good deal for both companies, although maybe EDF Energy are planning to turn the London Eye in to a giant wind turbine for 3 years.