A Tube station is to be renamed after a commercial sponsor for the first time in a deal that will generate £110,000 for Transport for London.
It has agreed to allow Canada Water to be known as Buxton Water for the day of the London Marathon to mark the firm’s sponsorship of Sunday’s race.
Canada Water roundels will be replaced by those stating “Buxton Water” and branded artwork will be placed throughout the station. However the main entrance sign and Tube maps will be unchanged.
The move - which follows calls from London Conservatives for the Tube to be commercially branded to boost TfL’s income - is part of a plan to generate £3.4 billion in non-fare income over the next decade. TfL previously named the Thames cable car the Emirates Air Line, and allowed its banding on Tube maps, as part of a £36 million, 10-year deal.
Graeme Craig, director of commercial development at TfL, 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.”
Buxton Water is the marathon’s official water provider and will provide free drinks to runners taking part in the 35th marathon and passengers using the station.
Caroline Juin, head of marketing at Nestle Waters UK, said: “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.”
Station announcements, information boards and Dot Matrix Indicators on the Jubilee line platforms will advise passengers that the name change is temporary.
