Aviva confirms split with UK Athletics after 13 years

London 2012: Jessica Ennis at the London games with Aviva livery
London 2012: Jessica Ennis at the London games with Aviva livery

Aviva has today confirmed that it has split as headline sponsor of UK Athletics after 13 years, as previously revealed in Marketing magazine.

Aviva’s chief marketing officer Amanda MacKenzie said: "We feel now is the right time to pass on the baton to another organisation."

The insurer and UK Athletics will split at the end of 2012.

In June, Marketing revealed that Aviva
and UK Athletics were set to part ways on their flagship £8m a-year sponsorship deal - one of the highest profile sponsorship deals in UK sport.

Aviva's relationship with UK Athletics dates back to 1998 and its current four-year deal, which ends this year, is thought to be worth around £8m a year.

Sources have told Marketing that UK Athletics wanted to introduce a new sponsorship model, which would spread the sponsorship across a number of brands.

The announcement of the split follows a successful summer of athletics during the London 2012 games.

It also follows the appointment of Sophia Warner, who competed in the London 2012 Paralympics, as UK Athletics new commercial director.

Mackenzie added: "The sponsorship has also enabled us to build awareness of the Aviva brand among the millions of sporting fans across the UK. The support we’ve given has helped athletes such as Jessica Ennis and Jonnie Peacock reach the very top of their sport, with stellar performance in London over the summer."

It is unclear at this time if UK Athletics have lined up new sponsors to take over from Aviva.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material