Drinks giant Coca Cola has been linked to a post-London 2012 Olympic Games branding of the velodrome.
Lee Valley Regional Park Authority (LVRPA) is currently seeking partners to support the legacy cycling venue after the Games this summer, according to a report in Marketing.
Coca Cola has already held a licensing event at the venue for 3,000 of its employees in January and has ‘made the association between the brand and the velodrome’ according to LVRPA chief executive Shaun Dawson.
Any successful sponsor of the indoor cycling venue would lend its name to the iconic building, much in the same way as the O2 Arena or the Reebok Stadium.
The velodrome will be part of a large VeloPark legacy venue, which will also include a road circuit, mountain bike trail and a BMX circuit.
The Olympic Park Legacy Company (OPLC) is responsible for turning Olympic venues into legacy venues, and is due to hand over the VeloPark to LVRPA in late 2013.
Both the OPLC and Coca Cola declined to comment on any association.
The distinctive velodrome has been nicknamed the ‘Pringle’ due to its potato-based snack shaped roofline. Perhaps the crisp manufacturer should put in an official bid.