Sponsors are being sought for Boris Johnson’s cable car scheme which connects the Greenwich Peninsula and the Royal Victoria Dock.
The Mayor had originally promised that no public money would be incurred by the scheme.
However last month Transport for London announced taxpayers would have to meet the scheme’s expected £57m construction costs which it would then seek to recoup via sponsorship deals.
Sponsors of the scheme would gain naming rights to stations and and gondolas with station names included on the Tube map.
Chris MacLeod, Director of TfL Group Marketing, said: “Sponsorship of the cable car offers a unique and exciting opportunity for a leading company to be entwined within the fabric of London.
“Once complete the cable car will become part of London’s iconic skyline and transport network providing a commercial partner with an exceptional level of exposure for their brand.”
Green Party London Assembly Member Jenny Jones called on the Mayor to “make a better deal on the cable car than he did on the bike hire.”
Jones added: “The level of sponsorship has been far outweighed by the ongoing publicity and was very poor value for money for Londoners.”