Brighton's i360 will NOT have a new sponsor

From November 1, the viewing tower will be known as Brighton i360, which owners say will “further align the attraction to the city of Brighton and Hove”.

The upcoming rebrand will include large-scale external signage, new staff uniforms and a new lighting scheme for the tower and pod.

The red, white and blue livery of the i360’s logo has also been changed to a pink and white design, featuring a graphic of the 162-metre tower.

The new logo for the rebranded 'Brighton i360' (Image: Brighton i360)

Ian Hart, chief operating officer of the i360, said: “As one of the city’s major tourist attractions, we are thrilled to rebrand to our new name of Brighton i360.

“It enables us to further embrace all that is great about our wonderful location and community here in Brighton and injects a sense of fun.”

The landmark worked with Brighton-based brand agency Designate and fashion designer Gresham Blake to design the i360’s new logo, advertising campaign and uniforms.

The i360 will have no sponsor replace British Airways next month

Julia Barfield, the architect and chair of Brighton i360, said: “The i360 was conceived to give a new perspective and appreciation of the city and its surroundings.

“I am absolutely delighted that with our change of name we are, in a sense, becoming even more Brighton.”

As part of celebrations to mark the rebrand, resident members of Brighton i360 will be invited to a special event on board the pod on the official relaunch day on November 1.

British Airways announced it would end its sponsorship of the i360 once its contract ended in November. The announcement came as the tower struggles to meet visitor targets.

Financial reports released last year revealed that the viewing tower made a loss of more than £5 million at the height of the pandemic, with Brighton and Hove City Council owed around £48 million.

The tower, which first opened in 2016, cost £46 million to construct, with £36 million being funded through a loan from the council.