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 tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message