Merlin Entertainments plc (Merlin), Europe's leading visitor attractions operator, and Coca-Cola Great Britain have announced a new commercial partnership.

From January 2015 Coca-Cola will become the new sponsor of London's premier modern attraction, the London Eye.

The deal includes full naming rights and brings together two iconic brands. The London Eye is a world-famous landmark which has been a focal point for celebrating national events such as the Millennium, the Queen's Diamond Jubilee and the London 2012 Olympic Games. Coca-Cola meanwhile is one of the world's best known and best loved brands, with products sold in over 200 countries.

Jon Woods, General Manager of Coca-Cola UK and Ireland, said: "We are delighted to have secured the sponsorship of the London Eye, an iconic London landmark known around the world. This reaffirms our long standing and successful relationship with Merlin Entertainments plc.

"We have a rich history in London, from our sponsorship of the London 2012 Olympic and Paralympic Games through to the many brand campaigns that have launched in the capital over the decades. Sponsoring the London Eye, an iconic landmark that has its own unique history, will help us play an even greater part in future moments of happiness and celebration in the capital".

David Sharpe, Merlin Entertainments' Divisional Director London Midway Attractions, said: "We are looking forward to working with the Coca-Cola team. First to create an exciting new joint identity designed to maximise opportunities on both sides of the partnership, to promote our brands, and create memorable moments for all our customers. This will be unveiled mid-January when the attraction reopens after its annual two week maintenance period, and the partnership begins".

Commenting, Merlin Entertainments plc CEO Nick Varney said: "The London Eye is Merlin's premier global attraction and increasingly a key visual icon of modern London, particularly since the Olympics. We are therefore delighted and proud to be partnering with an organisation and brand of the quality and reputation of Coca-Cola.

"We have always believed that working with the London Eye offered unique and compelling opportunities for the right partner, particularly one that believes in inspiring people as much as we do, and so for us Coca-Cola is the perfect sponsor.

"We feel we will be linking the London Eye name with an organisation which not only reflects the same values as our own, spreading happiness around the world, but which also brings something new and exciting to the party. Most of all, we very much look forward to working together to create great value experiences and events for our customers".