To a nifty mouthful "EDF Energy London Eye" after its new sponsor. French owned gas and electricity company EDF have signed a three year sponsorship deal thought to be worth about £8 million.
How naff, but it's not the first time it's had a name change. Before it was launched in December 1999, it was widely referred to as the Millennium Wheel, but it was officially renamed the British Airways London Eye when it was open to the first paying customers in March 2000. BA was one of the three original owners before it lost its stake in a major financial restructuring in 2006.
In February 2008 the name changed again when the BA naming rights deal expired, becoming the Merlin Entertainments London Eye in August 2009. Now after a two week annual maintenance programme, it will have yet another change of identity as mentioned above.
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