Having worked on The London Eye’s sponsorship proposition and collateral with our friends at Gameplan, we were delighted to hear the announcement of London Eye’s new deal with Coca Cola UK.
These days, sponsorship is much more of a partnership than a simple cash transaction for promotional space and both parties thrive when there is an exchange of different experience, skills and perspectives. Customers and employees are much more aware and are looking for more than an opportunistic association.
Getting it right also requires a balance between authentic customer engagement and alignment with the sponsor’s objectives. So, brand fit is vital. But it would appear that, from next year, this deal has the potential to quite special.
You can see some of our work for The London Eye here
To find out more about our brand sponsorship work contact firstname.lastname@example.org