Waterloo and City line sponsorship

[dub]

Saw this on LinkedIn this morning...


Image description: a social media post from TfL "

Want to be the first-ever sponsor of the Waterloo & City line?
We're offering exclusive sponsorship of the Waterloo & City line for the first time!
This goes far beyond a typical media opportunity. 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
Millions of professionals and decision-makers travel this route every year. Now, your brand can own the journey.
Ready to create standout, shareable moments on the Underground? Get in touch with the TfL Commercial Partnerships team"​

Is this a more acceptable way of bringing in revenue than changing the name of a station temporarily?

It's not really a line used by inexperienced visitors, and it will be for (in theory) a long time, so announcements, signage and maps will be updated. I wonder how much it'll cost!

 

[James H]

Could be seen as a case of pouring money down the Drain...

 

[Peter Mugridge]

Maybe Pimlico Plumbers could be the sponsor...

 

[dub]

Deliveroo and City line..... they wouldn't even need to change the colour on the tube map!

 

[Lockwood]

Tuber Eats...

Full line sponsorship. I guess there's been precedent with the Emirates Cabl- wait, it's not called that now. The IFS Cloud Cable Car, is it?

People got upset about the "circle to search" line... If they do renaming, it will have a lot of downsides.

If the sponsorship means leaving it turquoise, leaving Waterloo, Bank, and Waterloo & City unchanged, but putting an HSBC logo on every seat... It'll still look like a post capitalist dystopian movie, but it would be better than it becoming the Waterloo & HSBC line with red and white triangle lines in the map. Later becoming the "Direct Line", for your insurance needs and direct travel to the City. With half the stuff still with the old sponsor on.

That said, they were very quick to update the bikes from Barclays to Santander?



Was this something they meant to put out a few months ago? Feels like an early April story

 

[Intro298]

Sounds like a good idea to me if it raises money for other service improvements.

 

[Thirteen]

Normally people foam at the mouth at any sort of TfL sponsorship.

Maybe the Waterloo and Citibank Line?

 

[Railguy1]

Seems like a poorly conceived idea.

 

[AF91]

If a company providing toilet facilities for festivals got involved then you could have the Portaloo & City Line

== Doublepost prevention - post automatically merged: 4 Jul 2025 ==

Or if a water filtration and sewage farm put up the money you could have the Water, poo and sh**y line!

 

[TRAX]

They really are broke, aren’t they…

 

[Cloud Strife]

They really are broke, aren’t they…

For sure. The Cable Car is one thing and doesn't really bother anyone, but this just comes across as being desperate for cash.

 

[Royston Vasey]

Normally people foam at the mouth at any sort of TfL sponsorship.

Maybe the Waterloo and Citibank Line?

The South Bank and Citibank!

 

[frankmoh]

Not the first time the line has done sponsorship as per this 1986 NSE design guide.

Picture shows a Class 487 train on with a big logo next to the door thanking the brand Allied Lyons for helping to refurbish the Waterloo and City Line.

 

[Thirteen]

For sure. The Cable Car is one thing and doesn't really bother anyone, but this just comes across as being desperate for cash.

Upgrades don't pay for themselves....

 

[RUK]

I guess a good chance to get the moquette replacement paid for, since it needs to be done as part of the trains’ refurbishment soon anyway.

 

[Sad Sprinter]

Please don’t, it’s so naff. And the Waterloo and City is my favourite line!

 

[thomalex]

Brilliant idea as long as they don't change the name of the line. Would also like to see some advertising on the side of tube trains on other lines, see them wrapped, maybe even cover some of that grafitti, and breath some much needed investment and life back into the tube.

Anyone saying they don't like advertising just look at the wall opposite when you're next waiting for the tube.

The Yellow Pages tube in the 1990s (images from https://www.lightstraw.uk/ate/tao/directories/tubetrain1.html)

 

[whoosh]

I think it's a whopping case of 'ironic ignorance' that Frank Pick's legacy is so willingly surrendered.
You know, his legacy as PUBLICITY OFFICER for the Underground group, in applying a joined-up sense of corporate identity, with the roundel, typeface, reduction of advertising hordings at stations to clearly delinated spaces, moquette, clearly displayed station names, maps, and a standard livery for vehicles.

Yeah. Take that legacy. Chuck it on the bonfire. For someone else's publicity and corporate image.

 

[frankmoh]

I think it's a whopping case of 'ironic ignorance' that Frank Pick's legacy is so willingly surrendered.
You know, his legacy as PUBLICITY OFFICER for the Underground group, in applying a joined-up sense of corporate identity, with the roundel, typeface, reduction of advertising hordings at stations to clearly delinated spaces, moquette, clearly displayed station names, maps, and a standard livery for vehicles.

Yeah. Take that legacy. Chuck it on the bonfire. For someone else's publicity and corporate image.

It's the shortest Underground line and wasn't even part of the Tube until 1994 (literally a few hours after privatisation started). These reasons are probably why TfL is fine with turning it into a moving advert. I am sure Pick's legacy is still felt on every other line.

 

[Trainlog]

Brilliant idea as long as they don't change the name of the line. Would also like to see some advertising on the side of tube trains on other lines, see them wrapped, maybe even cover some of that grafitti, and breath some much needed investment and life back into the tube.

Anyone saying they don't like advertising just look at the wall opposite when you're next waiting for the tube.

Maybe not every Tube train, but certainly random ones within the tube fleet. What you need is for that random train with advertising to catch the commuter off guard and make it stand out against the other normal, liveried ones.

As for advertising in general, I do like how TFL uses adverts to help subsidise their network. Whilst yes, it's not a brilliant system, the funding issues have been bad for TFL recently and they should use more taxpayer subsidies as well. Outside of London and some UK cities, it's the exact opposite, with so few ads around on bus/train interiors, shelters, and stations.

Whilst some might rejoice at this idea, buses are unreliable and non-existent after 18:00 or on Sundays in some small towns. And as for rail, this fact is more irritating when fares keep going up but adverts become more scarce on the network at smaller stations, to the point its almost apologetic to have them at stations. If adverts can be used to have as a form of income to start helping bring rail fares down even a little bit, then it would be worth it.

I admit adverts in areas such as media areas (Youtube, Tv, Radio) can be a bit annoying. However, as you say in areas such as train/bus stations or train or bus interiors you have the choice of not looking or paying it any attention.

 

[Russel]

If this is what it takes to get the moquette replaced, then go for it, can someone sponsor the Northern Line too?

 

[generalnerd]

I’m pretty sure I just read in the independent that the lines name won’t change

 

[Thirteen]

I'm surprised the Trams can't have ad vinyls like they do with the buses.

I assume with the W&C, they'd want a more high end client to sponsor since the typical commuter works in the City.

I wonder how much TfL make from the various ad banners when Wimbledon is on because the District Line stations from Earl's Court to Wimbledon are filled with various ads either from Wimbledon Official Partners or ads with tennis players.

The decision hasn't gone well with some at City Hall:

Exclusive: TfL sells sponsorship rights to whole Tube line in lucrative rebrand deal

Exclusive: Branding rights to entire line up for grabs in latest cash-generating initiative

www.standard.co.uk

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."
Lib Dems at City Hall

I do wonder how some at City Hall suggests TfL grows their revenue without ad and sponsors? Also, TfL isn't a private company so the idea they're putting profit before people is daft.

 

[generalnerd]

I'm surprised the Trams can't have ad vinyls like they do with the buses.

I assume with the W&C, they'd want a more high end client to sponsor since the typical commuter works in the City.

I wonder how much TfL make from the various ad banners when Wimbledon is on because the District Line stations from Earl's Court to Wimbledon are filled with various ads either from Wimbledon Official Partners or ads with tennis players.

The decision hasn't gone well with some at City Hall:

Exclusive: TfL sells sponsorship rights to whole Tube line in lucrative rebrand deal

Exclusive: Branding rights to entire line up for grabs in latest cash-generating initiative

www.standard.co.uk

I do wonder how some at City Hall suggests TfL grows their revenue without ad and sponsors? Also, TfL isn't a private company so the idea they're putting profit before people is daft.

‘Chase corporate cash’ it’s a public company, it’s not going to be gaining profit.

Also, considering it’s already the underground neurodivergent people, like myself, are not going to be affected more than they already are.

 

[Russel]

I'm surprised the Trams can't have ad vinyls like they do with the buses.

I assume with the W&C, they'd want a more high end client to sponsor since the typical commuter works in the City.

I wonder how much TfL make from the various ad banners when Wimbledon is on because the District Line stations from Earl's Court to Wimbledon are filled with various ads either from Wimbledon Official Partners or ads with tennis players.

The decision hasn't gone well with some at City Hall:

Exclusive: TfL sells sponsorship rights to whole Tube line in lucrative rebrand deal

Exclusive: Branding rights to entire line up for grabs in latest cash-generating initiative

www.standard.co.uk

I do wonder how some at City Hall suggests TfL grows their revenue without ad and sponsors? Also, TfL isn't a private company so the idea they're putting profit before people is daft.

In what way will this effect disabled people?

 

[frankmoh]

In what way will this effect disabled people?

What do you mean? I suppose someone with bad eyesight might not see the door if it's covered in an advert but that's about it.

 

[Russel]

What do you mean? I suppose someone with bad eyesight might not see the door if it's covered in an advert but that's about it.

In the article you quoted from the City Hall rep...

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.

 

[frankmoh]

In the article you quoted from the City Hall rep...

I don't think I quoted that article but whatever. What I genuinely don't understand is how changing the livery of a train or signs will negatively impact neurodivergent and disabled people. Can you elaborate?

 

[Russel]

I don't think I quoted that article but whatever. What I genuinely don't understand is how changing the livery of a train or signs will negatively impact neurodivergent and disabled people. Can you elaborate?

Apologies, you're right, it was Thirteen who posted the article in post 23, not you!

It does seem an odd claim from Hina Bokhari at City Hall, the tube is already plastered with adverts, so it's not as if it's anything new.

 

[frankmoh]

Apologies, you're right, it was Thirteen who posted the article in post 23, not you!

It does seem an odd claim from Hina Bokhari at City Hall, the tube is already plastered with adverts, so it's not as if it's anything new.

How would it impact people though?