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BRANDING NEWS: London cable car naming rights up for grabs

Transport for London (TfL) has launched a campaign to identify commercial partners to support its new London cable car scheme.

The announcement came after the Mayor of London, Boris Johnson, confirmed that work for the construction of a cable car across the Thames - between Greenwich Peninsula and the Royal Victoria Docks and the ExCeL -will start in summer 2011. TfL is committed to deliver the scheme before the London Olympic and Paralympic Games.

The commercial programme will be a key component of a funding package for the cable car. The winning bidder - which will be announced later this year - will get in return the rights to associated commercial sponsorship opportunities, including naming rights and branding options.

Chris Macleod, director of TfL Group Marketing, said, “This is an unprecedented opportunity for a leading company to become part of an iconic part of the London skyline, which will deliver a number of benefits for a commercial partner and the capital as a whole. The sponsor will become part of the fabric of the city and inextricably linked to a world famous landmark.”