The world-famous London landmark is set to become the lastminute.com London Eye in 2020
ESA member Mongoose Sports & Entertainment has brokered the naming rights deal between the London Eye, owned and operated by Merlin Entertainment, and European travel giant, lastminute.com. Attracting millions of paying visitors annually from across the world, the London Eye is an integral part of the capital city’s landscape.
Mongoose, the sports and entertainment marketing agency headquartered in London, brokered and structured the multi-year deal. Following a consultation process, Mongoose developed a deep understanding of both Merlin Entertainment’s partnership strategy and lastminute.com’s drive to broaden brand awareness. With both companies looking to inspire travellers across Europe and create memorable experiences for their guests, Mongoose identified the perfect fit between the brands.
Laura Owen, COO and Commercial Division Head, said:
“We are delighted to announce this genuine partnership between two iconic, global brands. We have worked with the team at Merlin Entertainment for over 18 months across their European attractions and having developed their go-to-market sponsorship strategy and structure we are thrilled to see it come to life by securing this naming sponsor for their flagship attraction. We are delighted to help lastminute.com realise their vision for the role of sponsorship in their marketing mix.”
Sunny Jouhal, General Manager at the London Eye, said:
“We are delighted to be working with lastminute.com as our new headline sponsor. 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.”
–ENDS–
About Mongoose:
Mongoose is a leading full-service sport and entertainment marketing agency delivering specialist expertise for brands, rights holders, charities and governing bodies. Creatively focused and commercially aware, our integrated agency approach delivers bespoke campaigns across PR, rights sales, sponsorship activation, digital and events. As part of MISSION (The MISSION Group plc), a unique group of integrated and specialist marketing agencies, Mongoose is able to share resources, expertise and a single vision – so clients get the benefit of working with a nimble, agile agency that has all the power and scale of a multinational.
About Merlin Entertainments Ltd
Merlin Entertainments Ltd is a global leader in location-based, family entertainment. As Europe’s Number 1 and the world’s second-largest visitor attraction operator, Merlin now operates over 130 attractions, 20 hotels and 6 holiday villages in 25 countries and across 4 continents. Merlin’s purpose is to deliver memorable experiences to its 67 million guests around the world, through its iconic brands and multiple attraction formats, and the commitment and passion of its c.28,000 employees (peak season).
About lastminute.com :
Here at lastminute.com, travel and leisure is what drives us. From hotels, city breaks and holidays to theatre, entertainment and spa days, we’re specialists in creating amazing experiences and unforgettable memories. Founded in 1998, we’re experts in brightening up online travel. And we’re among the worldwide leaders in the field, helping more than 10 million customers each year to find their own perfect travel and leisure experiences.
