Mayor Johnson to announce Emirates as cable car sponsor

Emirates, the Dubai-based airline, is to be the headline sponsor of the cable car that will run across the Thames in East London, Mayor Boris Johnson will announce today.

Boris Johnston: names Emirates as the sponsor for the East London cable car
Boris Johnston: names Emirates as the sponsor for the East London cable car

Transport for London (TfL) threw open the bidding for naming rights in June, as revealed in Marketing magazine.

The cable car will run across the Thames in East London, connecting the Greenwich Peninsula with Royal Victoria Dock.

It is scheduled to open next year and TfL is hoping the cable car will replicate the success of its Barclays Cycle Hire scheme.

London mayor Boris Johnson will make the announcement today (Friday).

Part of the deal wil see Emirates branding on future versions of the London tube map design.

Two new stations, Emirates Greenwich Peninsula and Emirates Royal Docks, will be added to future maps of the London tube map.

TfL offered the title sponsorship of the cable car, including the branding of stations and the 34 gondolas.

Bidding for the title sponsorship has been on-going since June.

The ten-year deal has been valued at £36m.

Starcom's sport sponsorship arm, SMG Sports, broked and deal, and Publicis Chemistry will handle the creative, including the naming of the transport.

TfL declined to comment.

Follow @johnreynolds10 on Twitter

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content