The deal includes full naming rights, and the announcement on September 16, will see the attraction turn red to mark the new partnership.
“We are delighted to be sponsoring such an iconic London landmark,” says Jon Woods, General Manager of Coca‑Cola UK. “We have a rich history in London and this new sponsorship will help us play an even greater part in future moments of happiness and celebration in the capital.”
Merlin Entertainments chief executive Nick Varney added that the sponsorship will provide “unique and compelling” opportunities for Coca-Cola.
The sponsorship will come into effect as of January 2015 and run for two years. Financial information and terms of the sponsorship agreement were not disclosed.