The badges, which help expectant mums show other passengers they may need a seat, will remain free to users and will not carry any Notonthehighstreet.com logos or branding.
Instead mums ordering a badge from Transport for London’s website will be given the chance to opt-in to receive marketing from the company plus a 10% discount on any orders placed.
Badge recipients will also get a catalogue containing ideas on baby related gifts and keepsakes, as well as tips for travelling on the Tube and ideas for places to visit in London with babies and young children.
The tie-up forms parts of TfL’s work to generate £3.4bn in commercial revenue over the next decade, other deals include leasing locker space to major supermarkets and Amazon and sponsorship of the Tube map by credit card firm MBNA.
Announcing the Baby on Board badge sponsorship, Graeme Craig, TfL’s Director of Commercial Development, said: “It’s fantastic to be helping mums-to-be in London whilst also generating revenue that we can reinvest back into improving the transport network.”
Ben Carter, Marketing Director, notonthehighstreet.com, said: “As a company started by two female entrepreneurs and with a large female employee and customer base, we recognise that being a mum-to-be is a special and important time for any woman and understand the value and benefit that baby on board offers expectant mothers and ultimately want to help enhance that experience.”
In keeping with TfL’s recent undertakings, the sponsorship contract has been published on its website.
