Carling to sponsor buskers on the Tube

Carling, the Coors Brewers lager brand, is to sponsor busking on the London Underground with an estimated budget of &£500,000.

London Underground (LU) first revealed plans to launch licensed busking pitches last June (MW June 27, 2002). It will create a pool of busking musicians who will rotate performances across 25 official pitches, sited in 12 major tube stations including Charing Cross, Oxford Circus and Piccadilly Circus. The scheme starts this month.

The deal was brokered by LU advertising contractor Viacom Outdoor. Carling will brand the pitches with the banner “Carling Live Underground Music”. The sponsorship package will include floor graphics outlining the pitch space, use of LU publicity and information sites and four-sheet posters adjacent to sites.

The brand has a strong association with live music thanks to its sponsorship of venues such as the (Carling) Hammersmith Apollo and the Carling Weekender outdoor summer music festivals.

Leith London has developed the identity for the Carling Live Underground Music and supporting advertising. BBJ Communications is handling media buying and planning.

Auditions for licensed buskers will be held next week and a tie-up with music channel MTV is planned.

Part of Carling’s investment will pay for the auditioning and recruiting of buskers and the policing of the project.

Coors Brewers director of media services Stuart Cain says: “In keeping with the brand personality, Carling Live Underground Music is about providing a little bit of humour and entertainment to London Underground commuters’ daily lives.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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