British insurance company Aviva will not renew its 13-year sponsorship of British athletics despite the sport's "increased profile following the Olympic successes of Mo Farah and Jessica Ennis," according to Keith Weir of REUTERS. The deal "expires at the end of the year." U.K. Athletics has not named a replacement, but recent media reports suggested the sport was "looking to increase its revenues by doing deals with a range of partners, rather than one exclusive sponsor." The new agreement will be "a test of the commercial appeal of sports like athletics on the back of a highly successful" London Games. Aviva also sponsors English rugby's Premiership and EPL Norwich City (REUTERS, 10/10). MARKETING MAGAZINE's John Reynolds reported that the announcement of the split "follows a successful summer of athletics" during the London Games. It also follows the appointment of Paralympian Sophia Warner as U.K. Athletics commercial director. Aviva CMO Amanda MacKenzie said, "We feel now is the right time to pass on the baton to another organisation." The insurer and U.K. Athletics will split at the end of the year (MARKETINGMAGAZINE.co.uk, 10/10).
