In return for investment, the wheel will be lit up with Lastminute.com’s pink branding and is now named the Lastminute.com London Eye. 

To celebrate the partnership, the website is offering free tickets to the Eye with any flight and hotel booking in the capital. 

“To see one of the capital’s most recognisable icons lit up in pink is a proud moment, and we can’t wait to bring visitors from the UK and across the globe to experience it,” said Marco Corradino, chief executive of Lastminute.com.

Since it opened 20 years ago, more than 76 million people have visited the London Eye and more than 5,000 marriage proposals have taken place there. 

Sunny Jouhal, general manager at the London Eye, said: “We look forward to celebrating this milestone year partnered with such a well-renowned brand, and bringing to life the exciting plans we have agreed with them.

“Not forgetting being able to light up the capital in a bold pink.”