Online travel agency Lastminute.com will become a headline sponsor of the London Eye from February 2020.
The agreement will see a joint rebrand of the London Eye and River Cruise, and the landmark will be lit in the lastminute.com brand colours.
Marco Corradino, group chief executive of lastminute.com, said: “London is the city where it all began for lastminute.com more than 20 years ago, so we’re thrilled to announce our partnership with one of the capital’s most recognisable symbols, the London Eye.
“We are planning many exciting things together for the people of the UK and visitors from across the globe.
“And we can’t wait to help make this unique part of the London skyline a bit more pink from 2020 onwards.”
Sunny Jouhal, general manager at the London Eye, said: “The London Eye has been an iconic and world-famous part of the city skyline for almost 20 years and is a ‘must-do’ for visitors to the capital.
“We are thrilled to enter a milestone year partnered with such a renowned brand and we have already agreed lots of exciting plans and are looking forward to bringing them to life.”
Previous headline sponsors of the London Eye include British Airways, EDF Energy and most recently Coca-Cola Great Britain since 2015.
Part of the Merlin Entertainments group of attractions, the London Eye is on the south bank of the Thames and is the world’s largest cantilevered observation wheel.