April Fools! Crosstown announced as new sponsor of Brighton i360 Viewing Tower

March 31st, 2022 | 2 min read

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Did you see our April Fools joke with Crosstown?

Brighton i360 will welcome Crosstown, creators of the first sourdough doughnut, as its new headline sponsor from November 2022 following the end of its six-year partnership with British Airways.

The iconic visitor attraction will adopt Crosstown’s branding across its site on Brighton’s seafront, including signage, staff uniforms and themed lighting display, to reflect the new naming rights sponsorship.

Crosstown are a scratch bakery in London, specialising in award-winning doughnuts, handcrafted cookies, small-batch ice cream, extraordinary chocolate, and specialty coffee. The company launched in 2014 as a market stall in London and has since grown its brand to 27 sites across Greater London and Cambridge, as well as offering nationwide delivery. Its sponsorship of Brighton i360 marks Crosstown’s first venture into the city of Brighton and Hove.

Chief Operating Officer of Brighton i360 Ian Hart says: “We are delighted to announce Crosstown as our new headline sponsor from November 2022. Because of the shape of Brighton i360’s giant glass viewing pod, the attraction is often affectionately referred to as a ‘Doughnut on a Stick’, so this partnership feels like a natural and fun fit for both brands. In addition, Crosstown is an independent brand that is driven by progressive and innovative thinking – we very much share this in common with them here at Brighton i360. We are excited to start planning the branding and activation across the site.”

Adam Wills, Co-founder of Crosstown says: “World famous for our award-winning sourdough doughnuts, it seems fitting that we’re the new sponsors of the iconic Brighton i360 tower, often referred to as ‘the doughnut’. Since we started delivering to the doorsteps of Brighton in August 2020, we’ve met lots of amazing local people, who have been so supportive of Crosstown. We can’t wait to announce more exciting plans for Brighton this summer!”