Canada Water is to become the first London Underground station to be rebranded in return for sponsorship.
Under a £110k deal announced today, the station will be renamed Buxton Water for one day only to tie into this Sunday’s London Marathon which the drinks brand also sponsors.
Passengers travelling through the station will see new Buxton Water roundels and advertising material in place of the more familiar Canada Water name.
The station’s exterior signs and in-station announcements will continue to use its usual name and passengers will be advised that the rebranding is only temporary.
Today’s deal is part of Transport for London’s strategy to reduce its reliance on fares income by generating £3.4bn in non-fare revenue over the next decade.
Other commercial tie-ups have seen the introduction of click and collect lockers at some Tube stations and the introduction of cash machines able to dispense Euros at others.
TfL is also drawing up plans to develop its property portfolio, including building 300 new homes above Southwark station.
Announcing the Buxton deal Graeme Craig, TfL’s Director of Commercial Development, said: “For one day only, customers will see Canada Water station transformed into Buxton Water station as part of their support of the Virgin Money London Marathon.
“This is a significant deal and the revenue will be reinvested back into our network for the benefit of our customers.”
Caroline Juin, Head of Marketing at Nestlé Waters UK which owns Buxton, commented: “We are really excited to be a part of this ground breaking sponsorship.
“Renaming a London Underground station Buxton Water on the day of the marathon not only showcases our commitment to the event but raises awareness of the importance of drinking enough water, whether it be on your daily commute or running a marathon.”