ARGUS readers have shared their suggestions on who should sponsor the i360 next after British Airways announced it was set to end its backing of the visitor attraction.

The 530ft Brighton-based structure is seeking a new sponsor after the airline announced would not be supporting the attraction once naming rights expire in November.

It comes as the tower continues made a loss of more than £5 million in the year ending June 2020.

A total of 195,754 people visited the i360 - half the predicted target of 390,000.

Following the announcement, the public were quick to share their suggestions of new sponsors for the tower.

One reader said: “Durex was always the ideal sponsor given the shape. Failing Durex, tear the bloody eyesore down.”

Another reader suggested: “As it has a 'i' prefix, then should be Apple.”

While a third said: “Astra Zeneca or Pfizer. They sure can afford it now."

Other suggestions included Dunkin' Donuts, The Green Party and Katie Price.

According to Random Art International, there would be no better option than that of McDonald's.

The Argus: Mock-up of the i360 with sponsorship from McDonalds. Credit: CC BY-SA 4.0 / Creative Commons Attribution-Share Alike / Random Art / Archi Ram / Mark - 2022 Mock-up of the i360 with sponsorship from McDonalds. Credit: CC BY-SA 4.0 / Creative Commons Attribution-Share Alike / Random Art / Archi Ram / Mark - 2022

The Brighton-based contemporary art group shared a mock-up of the i360 with sponsorship from the well-known burger chain.

“A well-known burger chain has already entered into discussions with the i360 company and Brighton Council are hoping to convert the structure and buildings into a fast food restaurant, serving 'whoppers' in the converted pod,” they joked.

“This will only happen of course if planning and conservation area consent can be obtained.

“Brighton's Environmental Health department have stated that they will permit the pod to revolve, but with a speed limit of three revolutions per hour.

“Not exactly fast food, but at least a sensible rotation speed to prevent indigestion.”

Announcing the split, Ian Hart, chief operating officer of Brighton i360, said: “We have enjoyed a really successful partnership with British Airways since Brighton i360 opened in August 2016.

"The globally recognised BA brand helped to catapult Brighton i360 on to the international stage from the very beginning.

"Due to this positive relationship, British Airways extended the original sponsorship term of five years back in August 2021 for a further 15 months.

"We have now agreed a completion date of November 3, 2022.

"We are excited about the next chapter for Brighton i360 and what a new sponsor might hold in store for us as one of Brighton’s major tourist attractions.”

Last month, a report to councillors revealed that the i360 is expected to miss another £1.5 million repayment to Brighton and Hove City Council at the end of next month.

A report to councillors said that officials were trying to finalise a restructuring of the loan, which would mean a revised payment plan.

Hamish McVey, head of brand and marketing at British Airways, added: “We are proud to have been the first sponsor of the i360 and we look forward to seeing it continue its role as a key tourist attraction on the south coast for years to come.”