BA to end London Eye sponsorship

The London Eye has attracted 27m visitors since its launched in 2000

British Airways has announced plans to end its sponsorship of the London Eye after eight years.

The airline said its sponsorship priorities had changed and from next month it would not be involved with the visitor attraction.

BA said its agreement to sponsor the site had "come to a natural end".

Since its launch in 2000, the tourist attraction on the South Bank in central London has been visited by more than 27 million people.

'Olympic potential'

BA owned one third of the site before it was bought in 2005 by Merlin Entertainments, which now wholly owns the city's most popular paid-for tourist attraction.

"We are proud to have played a key role in creating the London Eye," said a BA spokeswoman.

"It has become a modern symbol for London worldwide and helped regenerate the South Bank."

BA was one of the original joint owners of the attraction.

A spokesman for Merlin Entertainments said it had been approached by several companies "who see the London Eye as providing a unique and cost-effective branding opportunity both in London, but more importantly through worldwide promotions, particularly to exploit the Olympic potential."