3/23/2023 0 Comments The tube comThe last company to sponsor the map was credit card company MBNA, paying £846,000 for the honour.ĭespite the blockbuster £36m Emirates dropped to put its name on the London Cable Car, sums in the tens or hundreds or thousands of pounds per sponsorship have been the TfL norm for the past decade. And directory company Yellow Pages sponsored both the pocket and full poster maps at least three times between 19. Sticking logos next to stations is new, but this year wasn't the first time IKEA has sponsored the tube map: an advert for the world's preferred furniture stockist makes up the entire back page of one 2009 pocket map specimen in the London Transport Museum archives. Sponsorships have a long history on the Underground even on Victorian trains, station indicators bore advertisements for brands like Bovril.īut taking a spin through the list of sponsorship contracts TfL provides on its website, it looks as though the transit operator is getting more imaginative with which of its assets it's willing to offer brands. So, Londonist asked: what gives? What £800,000 will get you The Underground network and sponsorship go waaaay back. £800,000 is a surprisingly low sum to tap what's arguably the primest visual real estate in London. Since then, TfL has uploaded the contract to its website - IKEA agreed to pay £800,000 to the transport network for pride of place on the famous schematic.įorget your dreams of a two-bed flat in Finsbury Park: would it not be more glamorous still to use that mortgage to fund your face festooning the tube map for a year? When launched, the value of the deal wasn't public: one speculative report guessed the contract might be worth £1.5m.
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