Transport for London has announced that it is offering businesses the chance to sponsor the entire Waterloo & City line — but Londoners are divided on whether this is a good idea.
The Standard conducted a poll to find out the proportion of people who are for and against the initiative and found that the capital is divided on the matter.
Approximately 47 per cent of respondents answered no and 53 per cent said yes, highlighting the divisive nature of the proposal.
The Waterloo & City line is the two-stop, three-minute shuttle service that links Waterloo and Bank stations. When it opened in 1898, it was the second electric line on the Underground. Under TfL’s proposal, a multi-million pound deal would secure a business branding rights for the entire line.
The Standard’s exclusive poll comes amidst mounting criticism about the proposal, with some claiming that the sponsorship could cause confusion for passengers.
Why is the proposal controversial?
TfL’s lucrative sponsorship proposal has been criticised by the Liberal Democrats at City Hall.
Lib-Dem group leader Hina Bokhari said: "This decision is a disgrace. Once again, neurodivergent and disabled Londoners have been sold down the river so TfL can chase corporate cash.
“Rebranding stations may seem like a bit of harmless fun, but for neurodivergent Londoners and visitors, of whom there are many, it can cause genuine confusion and distress. We urge the mayor and TfL to reconsider and put people before profit."
Has a brand sponsored a Tube line before?
If the proposal goes through, it will be the second time that an entire London transport line is completely sponsored by a business.
IFS Cloud sponsored the cable car, which takes passengers between the Royal Docks and North Greenwich. However, the Waterloo and City line, has 10 times the number of annual users.
There have also been several occasions in which businesses have sponsored an individual station. For instance, in October 2023, Bond Street was briefly renamed “Burberry Street” by the fashion brand to mark London Fashion Week. However, this sparked 57 complaints to TfL, with some passengers reporting confusion related to the name change.
Then, last year, Old Street was renamed “Fold Street” to promote Samsung’s “Fold and Flip” smartphones, raising £250,000 for TfL. At the same time, Transport For All, an organisation representing passengers with disabilities, said that the Tube was becoming a “wild-west PR playground”.
What would the sponsorship mean in practice?
Brand sponsorship would mean that a business would be able to cover trains with their advertising, creating an immersive experience for passengers. For instance, a brand could print their logo onto the tube seats.
"All revenue generated through any brand partnerships with us will be invested into the wider transport network, helping to keep London moving,” TfL said.
“It’s full-line branding, from moquette seat fabric and signage to maps and experiential spaces, all right in the heart of London’s business district.”
However, TfL said that “no line or stations will be renamed” and that any rebranding would be "subject to an Equality Impact Assessment" before being implemented.
