Tube in hunt for busker sponsor

Viacom Outdoor is searching for a commercial partner to sponsor a trial of busking pitches on the London Underground early next year.

The initiative, first tipped in Marketing Week, will be tested at 25 licensed pitches in 12 Central London Underground stations. The trial will run for 16 weeks (MW June 27).

The busking pitches will rotate performers in the same way London’s Covent Garden rotates its street entertainers. Each pitch could be played for up to 13 hours a day providing opportunities for more than 300 licensed buskers.

Viacom’s special projects team, Impact, has been tasked with finding a suitable partner. A spokeswoman for London Underground says that the music-based nature of the venture would lend itself to “young, free spirited” brands from sectors such as travel or entertainment.

The buskers will be selected once a commercial partner is in place. The sponsorship package is likely to include floor graphics outlining the pitch space, branding of busking licences, use of London Underground publicity and information sites, leafleting and four-sheet poster sites adjacent to pitches.

London Underground believes that the initiative will generate a large amount of media attention. Director of communications Tony Maguire says: “This is a marvellous opportunity for a commercial partner to help us deliver what our passengers want. Every customer survey tells us Tube users love good buskers and we aim to give them the best in the business.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here