Mongoose brokers major sponsorship deal between and the London Eye

Mongoose brokers major sponsorship deal between and the London Eye


MISSION Agency, Mongoose Sports & Entertainment, has brokered the naming rights deal between the London Eye, owned and operated by Merlin Entertainment, and European travel giant,

Attracting 4 million paying visitors annually from across the world, the London Eye – due to be renamed the London Eye in 2020 - is an integral part of the capital city’s landscape. The sponsorship deal will bring these two iconic British brands together in time to celebrate the 20th anniversary of the London Eye. 

Mongoose, the MISSION’s specialist sports and entertainment marketing Agency, were able to broker and structure the multi-year deal thanks to a deep understanding of both Merlin Entertainment’s partnership strategy, and’s drive to broaden its brand awareness.

With both companies aiming to inspire travellers to create memorable experiences with them, the Agency identified these similarities and used them to create a perfect brand partnership.

Laura Owen, COO and Commercial Division Head at Mongoose, 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.”

James Clifton, Group Chief Executive at MISSION, said: “This is a huge accomplishment for the team at Mongoose and is testament to their in-depth understanding of Merlin Entertainment and its brand values.”