ExCeL London has announced it is offering brands the opportunity to become the venue’s naming rights partner, days after it successfully showcased itself as the venue for seven Olympic sports. More than one million people attended the venue over the duration of the Games. For the upcoming Paralympics, which begin on 29 August, it will host six sports and attract an estimated 500,000 visitors.

Kevin Murphy, ExCeL’s chief executive, commented: “This long-term deal is a unique opportunity and will be the first time in the UK a business venue has offered naming rights. ExCeL is a blank canvas where businesses can bring their brands and ideas to life via face-to-face communication to give them greater value in their relationships with their customers and potential customers.”

Supported by advisors Why Not, ExCeL will now begin welcoming interested potential partners with a view to announcing a preferred partner in 2013.

Pictured: ExCeL in full Olympics glory