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BRANDING NEWS: Emirates unveiled as London cable car sponsor

Emirates Airline is to be the private sponsor of London’s new cable car over the Thames.

After signing a £36 million, ten-year deal, the crossing is to be known as the Emirates Air Line.

The crossing is due to be complete in the summer of 2012 and will link Greenwich, south of the river, to the Royal Docks in the north.

Boris Johnson, the Mayor of London, said: “This multi-million pound deal is tremendous news for London, helping us to deliver a new addition to the city’s skyline.

“The Emirates Air Line will be an exciting and innovative mode of transport easing travel for thousands and offering spectacular bird’s eye vistas of our majestic Thames.”