The London Eye has been renamed the Coca-Cola London Eye after the drinks manufacturer bought over the rights. This will also see the Eye lit up in red rather than the traditional blue. The move has been criticised by many as a 'sellout' of a key British landmark and tourist attraction.
However, over the years there has been many successful commercial pairings in the capital, the Millenium Dome has become the O2 with a large scale redevelopment into a popular entertainment complex, and Barclays have sponsored 'Boris Bikes' which has transformed cycling and tourist visitation numbers at sites across the city.
Will this be another successful venture or is it a step too far?
We've seen Kraft swallow Cadbury and US chemist's Walgreens bid for Boots. Now another British icon has fallen prey to a giant American corporation – after the London Eye was renamed the Coca-Cola London Eye. The tourist attraction, which has become a symbol of the London skyline, now glows red at night rather than blue to mark the landmark's sponsorship deal with the fizzy drinks firm.